La eficacia de la publicidad on-line en el contexto de los blogs
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Publicado
20-12-2010
Asunción Beerli Palacio
Josefa D. Martín Santana
Resumen
El objetivo del presente trabajo se ha centrado en medir la eficacia publicitaria de dos formatos de anuncios on-line, concretamente el robapáginas frente al contextual, así como los factores que sobre la base de la literatura revisada influyen en dicha eficacia publicitaria. Su contexto de aplicación son las páginas web de tipo blog o bitácora que, a pesar del auge que han experimentado en su utilización, no han recibido atención en el ámbito de la investigación publicitaria. Los resultados reflejan que existen diferencias en la eficacia publicitaria de ambos formatos de anuncios y que los factores que influyen en dicha eficacia son la actitud hacia el blog, la implicación con el producto anunciado y la duración de la visita en el blog.
Cómo citar
Beerli Palacio, A., & Martín Santana, J. D. (2010). La eficacia de la publicidad on-line en el contexto de los blogs. Cuadernos De Gestión, 10(3), 17–42. https://doi.org/10.5295/cdg.100186ab
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Keywords
Publicidad, eficacia publicitaria, internet, blogs
References
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BALTAS, G. (2003): “Determinants of internet advertising effectiveness: an empirical study”, International Journal of Market Research, Vol. 45 (4), pp. 505-513.
BRIGGS, R. y HOLLIS, N. (1997): “Advertising on the web: is there response before clickthrough?”, Journal of Advertising Research, Vol. 37 (2), pp. 33-45.
BROWN, M. (2002): “The use of banner advertisements with pull-down menus: a copy testing approach”, Journal of Interactive Advertising, Vol. 2 (2), http://jiad.org/article24.
BURNS, K.S. y LUTZ, R.J. (2006): “The function of format: Consumer responses to six on-line advertising formats”, Journal of Advertising, Vol. 35 (1), pp. 53-63.
CHANDON J.L. y CHTOUROU M.S. (2005): “Factors affecting click-through”, en Haugtvedt, C.P.; Machleit, K.A. y Yalch, R. (eds.), In Online consumer psychology: understanding and influencing consumer behavior in the virtual world. Routledge, pp. 143-163.
CHANDON J.L., CHTOUROU M.S. y FORTÍN D.R. (2003): “Effects of configuration and exposure levels on responses to web advertisements”, Journal of Advertising Research, Vol. 43 (2), pp. 217-229.
CHEUNG, RONNIE C.T. (2006): “Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers”, Marketing Intelligence & Planning, Vol. 24 (4), pp. 393-405.
CHO, C.H. (2003): “Factors influencing the clicking of banner ads on the WWW”, CyberPsychology and Behavior, Vol. 6 (2), pp. 201-215.
CHO, C.H., y CHEON, J. (2004): “Why do people avoid advertising on the internet?”, Journal of Advertising, Vol. 33 (4), pp. 89-97.
CHTOUROU, M.S., CHANDON, J.L. y ZOLLINGER, M. (2001): “Effect of price information and promotion on click.through rates for internet banners”, Journal of Euromarketing, Vol. 11 (2), pp. 23-40.
DAHLEN, M. (2001): “Banner advertisements through a new lens”, Journal of Advertising Research, Vol. 41 (July/August), pp. 23-30.
DAHLEN, M. (2002): “Thinking and feeling on the World Wide Web: the impact of product type and time on World Wide Web advertising effectiveness”, Journal of Marketing Communication, Vol. 8, pp. 115-125.
DAHLÉN, M. y BERGENDAHL, J. (2001): “Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products”, International Journal of Advertising, Vol. 20, pp. 189-205.
DAHLEN, M., ROSENGREN, S. y RASCH, A. (2003): “Love at first site? A study of website advertising effectiveness”, Journal of Advertising Research, Vol. 43 (1), pp. 25-33.
DANAHER P.J. y MULLARKEY, G.W. (2003): “Factors affecting online advertising recall: A study of students”, Journal of Advertising Research, Vol. 43 (3), pp. 252-267.
DANAHER P.J., MULLARKEY, G.W. y ESSEGAIER, S. (2006): “Factors affecting web site duration: a cross-domain analysis”, Journal of Marketing Research, Vol. XLIII (May), pp. 182-194.
DREZE, X. y HUSSHERR, F. (2003): “Internet advertising: is anybody watching?”, Journal of Interactive Marketing, Vol. 17 (4), pp. 8-23.
GATARSKI, R. (2002): “Breed better banners: design automation through on-line interaction”, Journal of Interactive Marketing, Vol. 16 (1), pp. 2-13.
GEORGE, J.F. (2002): “Influences on the intent to make internet purchases”, Internet Research: Electronic Networking Applications and Policy, Vol. 12 (2), pp. 165-180.
GOLDSMITH, R.E. y LAFFERTY B.A. (2002): “Consumer response to web sites and their influence on advertising effectiveness”., Internet Research: Electronic Networking Applications and Policy, Vol. 12 (4), pp. 318-328.
GONG, W. y MADDOX, L.M. (2003): “Measuring web advertising effectiveness in China”, Journal of Advertising Research, Vol. 43 (1), pp. 34-49.
HOLLIS, N. (2005): “Ten years of learning on how online advertising builds brands”, Journal of Advertising Research, Vol. 45 (2), pp. 255-268.
HUPFER, M.E. y GREY, A. (2005): “Getting something for nothing: the impact of a sample offer and user mode on banner ad response”, Journal of Interactive Advertising, Vol. 6 (1), pp. 149-164.
INFOADEX. Estudios infoadex de la inversión publicitaria en españa. Disponible en www.Infoadex.Es/infoadex.Asp.
LEE, J.G. y THORSON, E. (2009): “Cognitive and emotional processes in individuals and commercial web sites”, Journal of Business Psychology, Vol. 24 (1), pp. 105-115.
LEONG, E.K.F.; HUANG, X. y STANNERS, P.J. (1998): “Comparing the effectiveness of the web site with traditional media”., Journal of Advertising Research, Vol. 38 (5), pp. 44-51.
LOHTIA, R., DONTHU, N. y HERSHBERGER, E.K. (2003): “The impact of content and design elements on banner advertising click-through rates”, Journal of Advertising Research, Vol. 43 (4), pp. 410-418.
MANCHANDA, P., DUBÉ, J.P., GOH, K.Y. y CHINTAGUNTA, P.K. (2006): “The effect of banner advertising on internet purchasing”, Journal of Marketing, Vol. XLIII (February), pp. 98-108.
MENON, S. y SOMAN, D. (2002): “Managing the power of curiosity for effective web advertising strategies”, Journal of Advertising, Vol. 31 (3), pp. 1-14.
MILLER, S.E. (1996): Civilizing cyberspace: policy, power, and the information superhighway. New York: ACM Press.
NEWMAN, E.J., STEM JR., D.E. y SPORT, D.E. (2004): “Searching advertising placement in cyberspace”, Industrial Management & Data System, Vol. 104 (3), pp. 273-281.
O’REILLY, T. (2005): What is Web 2.0? Design patterns and business models for the next generation of software. Disponible en julio de 2007 en http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
PAVLOU, P.A. y STEWART, D.W. (2000): “Measuring the effects and effectiveness of interactive advertising: a research agenda”, Journal of Interactive Advertising, Vol. 1 (1), http://jiad.org/article6.
PETTY, R.E. y CACIOPPO, J.T. (1986): Communication and persuasion: central and peripheral routes to attitudes change. New York: Springer.
PIETERS, R. y WEDEL, M. (2004): “Attention capture and transfer in advertising: brand, pictorial, and text-size effects”, Journal of Marketing, Vol. 68 (April), pp. 36-50.
ROBINSON, H., WYSOCKA, A. y HAND, C. (2007): “Internet advertising effectiveness. The effect of design on click-through rates for banners ads”, International Journal of Advertising, Vol. 26 (4), pp. 527-541.
SAN JOSÉ CABEZUDO, R.; GUTIÉRREZ ARRANZ, AM. y GUTIÉRREZ CILLÁN, J. (2004): “Determinantes de la eficacia publicitaria del sitio web. Una aplicación del ELM”, Revista Española de Investigación y Marketing-ESIC, Vol. 8 (2), pp. 93-121.
SAN MARTÍN GUTIÉRREZ S. y LÓPEZ CATALÁN B. (2010): “Posibilidades de la compraventa b2c por teléfono móvil en comparación con internet”, Revista Cuadernos de Gestión Vol. 10. Nº 1, pp. 17-34.
SCHLOSSER, A.E., SHAVITT S. y KANFER A. (1999): “Survey of internet users’ attitudes toward internet advertising”, Journal of Interactive Marketing, Vol. 13 (3), pp. 34-54.
SHANDASANI, P.N., TAN, J. y ANDREA J.S.S. (2001): “Location, location, location: insights for advertising placements on the web”, Journal of Advertising Research, Vol. 41 (4), pp. 6-21.
SHEN, F. (2002): “Banner advertisement pricing, measurement, and pretesting practices: perspectives from interactive agencies”, Journal of Advertising, Vol. 31 (3), pp. 59-67.
STEVENSON, J.S., BRUNER II, G.C. y KUMAR, A. (2000): “Web page background and viewer attitudes”, Journal of Advertising Research, Vol. 40 (1/2), pp. 29-34.
SUNDAR, S. S. y KALYANARAMAN, S. (2004): “Arousal, memory, and impression-formation effects of animation speed in web advertising”, Journal of Advertising, Vol. 33 (1), pp. 7-17.
YAVEROGLU, I. y DONTHU, N. (2008): “Advertising repetition and placement issues in on-line environments”, Journal of Advertising, Vol. 37 (2), pp. 31-43.
YOON, S.J. y KIM J. H. (2001): “Is the internet more effective than traditional media? Factors affecting the choice of media”, Journal of Advertising Research, Vol. 41 (6), pp. 53-60.
ALIANZO (2007): Ranking de blogs – España. Disponible en http://www.alianzo.com/top-blogs/spain
ALT64 DIGITAL (2005): Estudio eyetrack medios España: Análisis del comportamiento visual de los internautas y la efectividad de la publicidad online. Disponible en http://www.alt64.com/extras/Eyetracking_Media_Espana.pdf
BALTAS, G. (2003): “Determinants of internet advertising effectiveness: an empirical study”, International Journal of Market Research, Vol. 45 (4), pp. 505-513.
BRIGGS, R. y HOLLIS, N. (1997): “Advertising on the web: is there response before clickthrough?”, Journal of Advertising Research, Vol. 37 (2), pp. 33-45.
BROWN, M. (2002): “The use of banner advertisements with pull-down menus: a copy testing approach”, Journal of Interactive Advertising, Vol. 2 (2), http://jiad.org/article24.
BURNS, K.S. y LUTZ, R.J. (2006): “The function of format: Consumer responses to six on-line advertising formats”, Journal of Advertising, Vol. 35 (1), pp. 53-63.
CHANDON J.L. y CHTOUROU M.S. (2005): “Factors affecting click-through”, en Haugtvedt, C.P.; Machleit, K.A. y Yalch, R. (eds.), In Online consumer psychology: understanding and influencing consumer behavior in the virtual world. Routledge, pp. 143-163.
CHANDON J.L., CHTOUROU M.S. y FORTÍN D.R. (2003): “Effects of configuration and exposure levels on responses to web advertisements”, Journal of Advertising Research, Vol. 43 (2), pp. 217-229.
CHEUNG, RONNIE C.T. (2006): “Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers”, Marketing Intelligence & Planning, Vol. 24 (4), pp. 393-405.
CHO, C.H. (2003): “Factors influencing the clicking of banner ads on the WWW”, CyberPsychology and Behavior, Vol. 6 (2), pp. 201-215.
CHO, C.H., y CHEON, J. (2004): “Why do people avoid advertising on the internet?”, Journal of Advertising, Vol. 33 (4), pp. 89-97.
CHTOUROU, M.S., CHANDON, J.L. y ZOLLINGER, M. (2001): “Effect of price information and promotion on click.through rates for internet banners”, Journal of Euromarketing, Vol. 11 (2), pp. 23-40.
DAHLEN, M. (2001): “Banner advertisements through a new lens”, Journal of Advertising Research, Vol. 41 (July/August), pp. 23-30.
DAHLEN, M. (2002): “Thinking and feeling on the World Wide Web: the impact of product type and time on World Wide Web advertising effectiveness”, Journal of Marketing Communication, Vol. 8, pp. 115-125.
DAHLÉN, M. y BERGENDAHL, J. (2001): “Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products”, International Journal of Advertising, Vol. 20, pp. 189-205.
DAHLEN, M., ROSENGREN, S. y RASCH, A. (2003): “Love at first site? A study of website advertising effectiveness”, Journal of Advertising Research, Vol. 43 (1), pp. 25-33.
DANAHER P.J. y MULLARKEY, G.W. (2003): “Factors affecting online advertising recall: A study of students”, Journal of Advertising Research, Vol. 43 (3), pp. 252-267.
DANAHER P.J., MULLARKEY, G.W. y ESSEGAIER, S. (2006): “Factors affecting web site duration: a cross-domain analysis”, Journal of Marketing Research, Vol. XLIII (May), pp. 182-194.
DREZE, X. y HUSSHERR, F. (2003): “Internet advertising: is anybody watching?”, Journal of Interactive Marketing, Vol. 17 (4), pp. 8-23.
GATARSKI, R. (2002): “Breed better banners: design automation through on-line interaction”, Journal of Interactive Marketing, Vol. 16 (1), pp. 2-13.
GEORGE, J.F. (2002): “Influences on the intent to make internet purchases”, Internet Research: Electronic Networking Applications and Policy, Vol. 12 (2), pp. 165-180.
GOLDSMITH, R.E. y LAFFERTY B.A. (2002): “Consumer response to web sites and their influence on advertising effectiveness”., Internet Research: Electronic Networking Applications and Policy, Vol. 12 (4), pp. 318-328.
GONG, W. y MADDOX, L.M. (2003): “Measuring web advertising effectiveness in China”, Journal of Advertising Research, Vol. 43 (1), pp. 34-49.
HOLLIS, N. (2005): “Ten years of learning on how online advertising builds brands”, Journal of Advertising Research, Vol. 45 (2), pp. 255-268.
HUPFER, M.E. y GREY, A. (2005): “Getting something for nothing: the impact of a sample offer and user mode on banner ad response”, Journal of Interactive Advertising, Vol. 6 (1), pp. 149-164.
INFOADEX. Estudios infoadex de la inversión publicitaria en españa. Disponible en www.Infoadex.Es/infoadex.Asp.
LEE, J.G. y THORSON, E. (2009): “Cognitive and emotional processes in individuals and commercial web sites”, Journal of Business Psychology, Vol. 24 (1), pp. 105-115.
LEONG, E.K.F.; HUANG, X. y STANNERS, P.J. (1998): “Comparing the effectiveness of the web site with traditional media”., Journal of Advertising Research, Vol. 38 (5), pp. 44-51.
LOHTIA, R., DONTHU, N. y HERSHBERGER, E.K. (2003): “The impact of content and design elements on banner advertising click-through rates”, Journal of Advertising Research, Vol. 43 (4), pp. 410-418.
MANCHANDA, P., DUBÉ, J.P., GOH, K.Y. y CHINTAGUNTA, P.K. (2006): “The effect of banner advertising on internet purchasing”, Journal of Marketing, Vol. XLIII (February), pp. 98-108.
MENON, S. y SOMAN, D. (2002): “Managing the power of curiosity for effective web advertising strategies”, Journal of Advertising, Vol. 31 (3), pp. 1-14.
MILLER, S.E. (1996): Civilizing cyberspace: policy, power, and the information superhighway. New York: ACM Press.
NEWMAN, E.J., STEM JR., D.E. y SPORT, D.E. (2004): “Searching advertising placement in cyberspace”, Industrial Management & Data System, Vol. 104 (3), pp. 273-281.
O’REILLY, T. (2005): What is Web 2.0? Design patterns and business models for the next generation of software. Disponible en julio de 2007 en http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
PAVLOU, P.A. y STEWART, D.W. (2000): “Measuring the effects and effectiveness of interactive advertising: a research agenda”, Journal of Interactive Advertising, Vol. 1 (1), http://jiad.org/article6.
PETTY, R.E. y CACIOPPO, J.T. (1986): Communication and persuasion: central and peripheral routes to attitudes change. New York: Springer.
PIETERS, R. y WEDEL, M. (2004): “Attention capture and transfer in advertising: brand, pictorial, and text-size effects”, Journal of Marketing, Vol. 68 (April), pp. 36-50.
ROBINSON, H., WYSOCKA, A. y HAND, C. (2007): “Internet advertising effectiveness. The effect of design on click-through rates for banners ads”, International Journal of Advertising, Vol. 26 (4), pp. 527-541.
SAN JOSÉ CABEZUDO, R.; GUTIÉRREZ ARRANZ, AM. y GUTIÉRREZ CILLÁN, J. (2004): “Determinantes de la eficacia publicitaria del sitio web. Una aplicación del ELM”, Revista Española de Investigación y Marketing-ESIC, Vol. 8 (2), pp. 93-121.
SAN MARTÍN GUTIÉRREZ S. y LÓPEZ CATALÁN B. (2010): “Posibilidades de la compraventa b2c por teléfono móvil en comparación con internet”, Revista Cuadernos de Gestión Vol. 10. Nº 1, pp. 17-34.
SCHLOSSER, A.E., SHAVITT S. y KANFER A. (1999): “Survey of internet users’ attitudes toward internet advertising”, Journal of Interactive Marketing, Vol. 13 (3), pp. 34-54.
SHANDASANI, P.N., TAN, J. y ANDREA J.S.S. (2001): “Location, location, location: insights for advertising placements on the web”, Journal of Advertising Research, Vol. 41 (4), pp. 6-21.
SHEN, F. (2002): “Banner advertisement pricing, measurement, and pretesting practices: perspectives from interactive agencies”, Journal of Advertising, Vol. 31 (3), pp. 59-67.
STEVENSON, J.S., BRUNER II, G.C. y KUMAR, A. (2000): “Web page background and viewer attitudes”, Journal of Advertising Research, Vol. 40 (1/2), pp. 29-34.
SUNDAR, S. S. y KALYANARAMAN, S. (2004): “Arousal, memory, and impression-formation effects of animation speed in web advertising”, Journal of Advertising, Vol. 33 (1), pp. 7-17.
YAVEROGLU, I. y DONTHU, N. (2008): “Advertising repetition and placement issues in on-line environments”, Journal of Advertising, Vol. 37 (2), pp. 31-43.
YOON, S.J. y KIM J. H. (2001): “Is the internet more effective than traditional media? Factors affecting the choice of media”, Journal of Advertising Research, Vol. 41 (6), pp. 53-60.
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