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Ten Years of Learning on How Online Advertising Builds Brands

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  • HOLLIS, NIGEL

Abstract

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or direct response. In general the direct response paradigm has become the yardstick of online advertising success due to the universal measurement of click-through. This article proposes that the two paradigms are not contradictory but are in fact complementary and that the applicability of either model depends on the mindset of the audience as much as the intent of the advertisement. The article outlines a conceptual framework that integrates an established brand equity model with different stages of the purchase process and then uses existing learning, new research data, and case studies to illustrate the various ways in which online advertising can help build brands and increase the probability of purchase. The article concludes that click-through is primarily a consequence of the brand building effect combined with a willingness to learn more about the specific brand as a result of an immediate need for a product or service of that type.

Suggested Citation

  • Hollis, Nigel, 2005. "Ten Years of Learning on How Online Advertising Builds Brands," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 255-268, June.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:255-268_05
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    Cited by:

    1. Jean-Samuel Beuscart & Kevin Mellet, 2013. "Competing Quality Conventions in the French Online Advertising Market," Post-Print hal-00946749, HAL.
    2. Xiuzhi Zhang & Ying Zhang & Zhijie Lin, 2023. "Online Advertising and Real Estate sales: evidence from the Housing Market," Electronic Commerce Research, Springer, vol. 23(1), pages 605-622, March.
    3. Paul Kudlow & Matthew Cockerill & Danielle Toccalino & Devin Bissky Dziadyk & Alan Rutledge & Aviv Shachak & Roger S. McIntyre & Arun Ravindran & Gunther Eysenbach, 2017. "Online distribution channel increases article usage on Mendeley: a randomized controlled trial," Scientometrics, Springer;Akadémiai Kiadó, vol. 112(3), pages 1537-1556, September.
    4. Margarita IÅ¡oraitÄ—, 2017. "Thoretical Aspects Of Internet Advertising," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-22, January.
    5. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    6. Jean Samuel Beuscart & Kevin Mellet, 2008. "Business Models of the Web 2.0: Advertising or The Tale of Two Stories," Post-Print hal-03459866, HAL.
    7. Abubaker A AB Shaouf, 2018. "Revising the Effects of Online Advertising Attributes on Consumer Processing and Response," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 39-53, March.
    8. Goh, Khim-Yong & Chu, Junhong & Wu, Jing, 2015. "Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 34-45.
    9. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
    10. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
    11. Salvador del Barrio García & Esmeralda Crespo Almendros, 2011. "Impact of online sales promotion type on internet user recall," DOCFRADIS Working Papers 1106, Catedra Fundación Ramón Areces de Distribución Comercial.
    12. repec:hal:spmain:info:hdl:2441/20mo2m90qf95s9lpanf6s6uho5 is not listed on IDEAS
    13. repec:spo:wpmain:info:hdl:2441/1u4ael0gba89u9tc82qa554gij is not listed on IDEAS
    14. repec:hal:spmain:info:hdl:2441/1u4ael0gba89u9tc82qa554gij is not listed on IDEAS
    15. Anindya Ghose & Vilma Todri, 2015. "Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior," Working Papers 15-15, NET Institute.
    16. repec:spo:wpmain:info:hdl:2441/20mo2m90qf95s9lpanf6s6uho5 is not listed on IDEAS

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