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https://ah.lib.nccu.edu.tw/handle/140.119/100300
題名: | The Right Format of Web Advertisement: Case Study in Iran | 作者: | Hanafizadeh, Payam;Behboudi, Mehdi | 關鍵詞: | Web Advertising;Advertising Formats;Product Involvement;Advertising Classification;Advertising Audience;Advertising Strategy | 日期: | Sep-2012 | 上傳時間: | 16-Aug-2016 | 摘要: | The purpose of this paper was to develop a solution for selecting the right format of web advertisement in Iran. The paper is conducted based on a review of the literature and scrutinizing among more than forty scholarly papers. By reviewing the literature, and developing a theoretical framework, a conceptual model was designed to examine factors explaining right format of advertisement on the internet. Expert`s opinion was used to test the conceptual model and using T-student examination, have discovered that seven critical factors affect selection of the right format of the web advertisement. In order to implement the model, we designed a new methodology based on TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) philosophy. In this way, we have defined two ideal frameworks; one for advertisement and the other one for alternatives. Accordingly, the right format of web advertisement is the advertisement that its ideal has a more similarity with the ideal of alternative. To test this methodology, we select 150 Iranian high-ranked websites and found that the model is working properly. The report of websites analysis is placed at the appendix. | 關聯: | 資管評論, 18(1), 1-30 MIS review |
資料類型: | article |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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18(1)-1-30.pdf | 1.64 MB | Adobe PDF2 | View/Open |
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