1 Ravi Vatrapu 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: Facebook: Etherpad: Thursday, 24-Feb-2011 EB22: Online Marketing: Lecture 11 Auditorium 4, ITU, Copenhagen, Denmark

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

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

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

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

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

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

Discussion 8 Exercise 09: On the creative consumer