1 Ravi Vatrapu Measuring Internet Advertising Stewart, D., & Pavlou, P. (2007). Measuring Interactive Marketing Communication: Conceptual.

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1 Ravi Vatrapu Measuring Internet Advertising Stewart, D., & Pavlou, P. (2007). Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations. Chapter 10 of Internet Advertising. Course Portal: Facebook: Etherpad: Thursday, 03-Mar-2011 EB22: Online Marketing: Lecture 15 Auditorium 4, ITU, Copenhagen, Denmark

Online Marketing Measures  Evolution of Traditional Marketing Measures  Measurement and Evaluation  Measurement Error  Context Dependent  Meaning of a measure dependent on the respondent goal  Process Measures  Outcome Measures 2

Nine Categories of Online Marketing Measures 1.Attitudes 2.Efficacy and effectiveness of interaction 3.Informativeness 4.Intensity and quality of interaction 5.Decision outcomes 6.Intention 7.Behavior, usage, and gratification 8.Presence 9.Perceived control and vulnerability 3

1. Measures of Attitudes 1.1 Attitude toward the site 1.2 Attitude toward the ad 1.3 Positive Affect 4

2. Measures of Efficacy and Effectiveness of Interaction 2.1 Ease of use 2.2 Perceived usefulness 2.3 Navigability 2.4 Online shopping convenience 2.5 Speed of interactivity 2.6 Service quality 5

3. Measures of Informativeness 3.1 Website informativeness 3.2 Vividness 3.3 Irritation 3.4 Product choice 6

4. Measures of Intensity and Quality of Interaction 4.1 Interactional Richness 4.2 Access 4.3 Personalization 4.4 Product Diagnosticity 7

5. Measures of Decision Outcomes 5.1 Reliability 5.2 Product value 5.3 Decision quality 5.4 Online shopping errors 8

6. Measures of Intention 6.1 Intention to click 6.2 Customer loyalty 6.3 Likelihood of return 9

7. Measures of Behavior, Usage, and Gratifications 7.1 Click-through rate, hit rate, and click stream 7.2 Arousal 7.3 Focused attention 7.4 Flow 7.5 Website entertainment 7.6 Shopping enjoyment 10

8. Measures of Presence 8.1 Telepresence 8.2 Social Presence 11

9. Measures of Perceived Control and Vulnerability 9.1 Perceived control 9.2 Trust 9.3 Privacy concern 12

Discussion 13 Exercise 14: In-class small group exercise Trade Reports Post on Etherpad: