The Impact of the Internet on the field of Advertising

The Impact of the Internet on the field of Advertising Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer Marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
This article provides a structure for comprehending probable effects on advertising to customers. This article does this by evaluating channel mediator functions that can be carried out in the internet, proposing categorization schemes that elucidate the prospective impact of the internet across different services and products, placing the internet beside conservative selling channels, and keying out similarities and variations that are present between them. This article ends with a string of questions structured to arouse the development of the stratagem and theory in the framework of internet-based advertising.

Postman, N. (1993). Technopoly: The surrender of Culture to Technology (1st ed.). Vintage.
In this book, the author, Neil Postman, tries to unveil the effects of technology on existent American culture. He tries to show how technology has transformed America since its advent. This book tries to show how the internet has had adverse effects on American culture. The author proposes people can be improved from the dangers of the internet by bettering them through getting back to the basics in the schools.

Hamill, J. (1997). The internet and international marketing. International Marketing Review, 14(5), 300-323.
This article evaluates the effects of adopting the internet in international marketing. It argues that the rapid commercialization of the internet has assisted a lot in international marketing and research. This article attempts to show that the internet provides a significantly different environment for international marketing through advertising. It gives insights on the effect of the internet on international marketing giving reference to multinational corporations.

Paul, P. (1996). Marketing on the Internet. Denver, Colorado: MCB UP Ltd.
This article analyzes the effects of the internet on the marketing facets of contemporary businesses. It attempts to review the future of the business environment and how businesses can use the limitless potential to their benefits. This article tries to show the many advantages and disadvantages of the use of the internet in marketing and advertising in organizations.

Bakos, Y., & Brynjolfsson, E. (2000). Bundling and competition on the Internet. Marketing Science Winter, 19(1), 63-82.
This article tries to portray that clustering can generate “economies of aggregation” for data items if their marginal overheads are low, even in the dearth of economies of scale. This article shows that the internet has considerably lessened the marginal cost of making and disseminating digital information. This article extends the Bakos-Brynjolfsson bundling model to options with numerous distinct competitions. It identifies that the internet provides a competitive advantage to organizations that are large bundlers by lowering their costs of advertising and disseminating information.

Prasad, K. V., Ramamurthy, K., & Naidu, G. M. (2001). The Influence of Internet Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing, 9(4), 82-110.
This article provides a theoretical framework that links advertising competences, export performance and market orientation and examines the role of the internet in these associations. It takes reference from 381exporting multinational corporations where it shows that integrating internet technology into marketing operations in an organization (compared to its competitor’s) has positive impacts on their export performance.

Ford, J. S., Rutherford, R. C., & Yavas, A. (2005). Effects of the Internet on Marketing Residential Real Estate. Journal of Housing Economics, 14(2), 92-108.
This article analyzes how naming holdings on the internet compared to putting the same assets in a traditional listing service impacts the advertising price and time of the holdings. This article involves research done on a sample of nearly 48, 200 residential transactions which revealed that properties listed and advertised on the internet consumes a long period to sell and sell at elevated prices than those listed and advertised in the traditional listing services.

Avlonitis, G. J., & Karayanni, D. A. (2000). The Impact of Internet Use on Business-to-business Marketing: Examples from Amerian and European Countries. Industrial Marketing Management, 29(5), 441-459.
This article documents the role played by the internet in organizations to organizations advertising and marketing and tries to key out market-oriented product management operations that are impacted by the employment of the internet. This article uses a sample of 131 industrial organizations where it was established that there was a positive influence of the internet on market-oriented product administration and sales management activities, sales efficiency and performance.

Lagrosen, S. (2005). Effects of the Internet on the marketing communication of service companies. Journal of Services Marketing, 19(2), 63-69.
This article attempts to examine how organizations use the internet in their marketing communication and the implications of the use of the internet on marketing communication channels. It engrosses research that involves 19 service firms in Sweden where it is established that the internet has vast effects on service companies’ marketing communication, especially advertising.
Trusov, M., Bucklin, T. E., & Pauwels, K. H. (2008). Effects of Word-of-mouth Versus Traditional Marketing: Findings from an InternetSocial Networking Site. Journal of Marketing, 1(1), 1-19.
In this article, the writers examine the impact of “word-to-mouth” marketing on affiliate escalation at an “internet social networking site” and contrast it with traditional advertising. From this article, it is evident that word-of-mouth can be related to the new entrants joining a company or consuming a product. Social networks record the messages and invitations send to other members and a close examination of the social sites reveals that they aid in word-to-mouth advertising and marketing.

Cartellieri C., & Parson A. (1997). The Real Impact of Internet Advertising. Journal of Marketing, 2(1), 10-23.
This article discusses the effects of the internet on advertising and marketing. It also tries to identify the significant forces that are remolding internet advertising. Moreover, it examines the impacts of the internet on conventional marketing and attempts to answer why the internet is a better advertising vehicle.

Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer Response to Websites and their Influence on Advertising Effectiveness. Internet Research, 12(4), 318-328.
This article attempts to test the effects of observing websites on the internet. The authors examine a sample of 330 undergraduate students by requesting them to remember brand names and advertisements they had seen on the internet. The study in the article reveals that visiting websites augmentation assisted the remembrance of company names observed on the internet and perk up customer’s perception of the brand. This article offers findings that provide clear identification of the effects of the internet on advertising that are useful to a marketer.

References
Avlonitis, G. J., & Karayanni, D. A. (2000). The Impact of Internet Use on Business-to-business Marketing: Examples from Amerian and European Countries. Industrial Marketing Management, 29(5), 441-459.
Bakos, Y., & Brynjolfsson, E. (2000). Bundling and competition on the Internet. Marketing Science Winter, 19(1), 63-82.
Cartellieri C., & Parson A. (1997). The Real Impact of Internet Advertising. Journal of Marketing, 2(1), 10-23.
Ford, J. S., Rutherford, R. C., & Yavas, A. (2005). Effects of the Internet on Marketing Residential Real Estate. Journal of Housing Economics, 14(2), 92-108.
Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer Response to Websites and their Influence on Advertising Effectiveness. Internet Research, 12(4), 318-328.
Hamill, J. (1997). The internet and international marketing. International Marketing Review, 14(5), 300-323.
Lagrosen, S. (2005). Effects of the Internet on the marketing communication of service companies. Journal of Services Marketing, 19(2), 63-69.
Paul, P. (1996). Marketing on the Internet. Denver, Colorado: MCB UP Ltd.
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer Marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
Postman, N. (1993). Technopoly: The surrender of Culture to Technology (1st ed.). Vintage.
Prasad, K. V., Ramamurthy, K., & Naidu, G. M. (2001). The Influence of Internet Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing, 9(4), 82-110.
Trusov, M., Bucklin, T. E., & Pauwels, K. H. (2008). Effects of Word-of-mouth Versus Traditional Marketing: Findings from an InternetSocial Networking Site. Journal of Marketing, 1(1), 1-19.

You Might Also Like