1. 1 Ravi Vatrapu vatrapu@cbs.dk 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-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://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 2

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

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

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

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

7. Improving Opportunities to Ad Processing 1.Placement 2.Redundancy 3.Contrast 4.Message Simplicity 5.User Control 7

8. Discussion 8 Exercise 09: On the creative consumer