Persuasive Digital Advertising in Online Advertisement : Case Company: MarkPrint Oy
Do, Quang Huy (2015)
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201505056043
http://urn.fi/URN:NBN:fi:amk-201505056043
Tiivistelmä
The past decades have seen an unpreceded growth in digital advertising over its budget, efficiency and effectiveness. Since 2003, marketers’ spending on online advertisement worldwide has increased by roughly $1 billion over its previous business quarter. Return-on-Investment for digital advertisement triples traditional ones in numerous areas while the cost of operating online is among the most economical means to reach audiences. Thus, the aim of this thesis is to provide a theoretical foundation to maximize the persuasive potentials of digital advertising in online environment and to assist the Case Company in advertising operations.
The thesis employs deductive approach and utilizes both qualitative and quantita-tive methods to analyze empirical data, with an emphasis on quantitative thinking. Primary data was collected from a survey among digital consumers. Secondary data was acquired from books, journals, electronic database and the Internet.
Findings from the research supports the author’s theoretical digital advertising framework, as well as pointing out key improvement areas for the Case Company in its advertising message, target engagement and delivery channels. To conclude, the author assesses the research as highly reliable and valid. Several suggestions for future studies are suggested, such as attentive stimuli mechanism, external factor’s distortion and manipulation of digital channel combination.
The thesis employs deductive approach and utilizes both qualitative and quantita-tive methods to analyze empirical data, with an emphasis on quantitative thinking. Primary data was collected from a survey among digital consumers. Secondary data was acquired from books, journals, electronic database and the Internet.
Findings from the research supports the author’s theoretical digital advertising framework, as well as pointing out key improvement areas for the Case Company in its advertising message, target engagement and delivery channels. To conclude, the author assesses the research as highly reliable and valid. Several suggestions for future studies are suggested, such as attentive stimuli mechanism, external factor’s distortion and manipulation of digital channel combination.