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Motivations for Using the Internet

Motivations for Using the Internet Edwards, S . (2007). Motivations for Using the Internet and Its Implications for the Internet Advertising. Chapter 05 of Internet Advertising . Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Motivations for Using the Internet

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  1. Motivations for Using the Internet • Edwards, S. (2007). Motivations for Using the Internet and Its Implications for the Internet Advertising. Chapter 05 of Internet Advertising. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 24-Feb-2011 • EB22: Online Marketing: Lecture 11 • Auditorium 4, ITU, Copenhagen, Denmark

  2. Internet Advertising Research Efficiency Use of Web addresses in traditional media Advertisers’ perceptions of Internet What consumers value online Response types for successful advertising Motivations for using the Interent

  3. Human Motivation “A motive has been defined as an activated state that supports goal directed behavior” (p. 93) Initiation Intensity Persistence

  4. Motivations for Using the Internet Uses and Gratifications Process Motivations Content Motivations

  5. Motivations for Processing Internet Advertisements Traditional Classification of Advertising Informational Image-oriented Processing Advertising Motivation Opportunity Ability Informational Appeals vs. Hedonic Appeals

  6. Online Consumer Motivations Motive Switching Mode of Surfing Information-seeking vs. Experience-wanting Influence of Demographic Variables Age Gender Education Experience

  7. Improving Opportunities to Ad Processing Placement Redundancy Contrast Message Simplicity User Control

  8. Discussion Exercise 09: On the creative consumer

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