Internet Advertising Right Format Model   

 
There are overall 7 questions in this questionnaire.  

Payam Hanafizadeh, Ph.D.

  • Assistant Professor,  
  • Department of Industrial Management,
  • Allameh Tabataba'i University, Tehran, Iran

www.PayamHanafizadeh.com

Hanafizadeh@gmail.com

Kambiz Heidarzadeh, Ph.D.

  • Assistant Professor,  
  • Department of Business Management,
  • I. A. U. (TehranScience and Research Branch Iran University)

KambizHeidarzadeh@yahoo.com

Mahdi Behboudi,

Master of Industrial Management,

  • QIAU, Iran
Behboudi1983@gmail.com
The purpose of the questionnaire:
The present questionnaire is designed to identify the features which are influential in selecting the right format of the Internet advertising for various products and services. In view of international researchers, the features mentioned in this questionnaire are of paramount importance in designing and selecting the right format of the Internet advertising. These features have been selected through content analysis of the review of literature.

The A questionnaire on designing a model for selecting the right format of the Internet advertising
To launch an effective Internet advertising, the format of the Internet advertising should be selected according to the following factors:
1. the features of the products and services.
2. the ads type
3. audience type
4. the type of the strategy used for advertising
 5. the ICT status
 6. objective ad features
7. subjective ad features


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The characteristics of questionnaire:
The effective factors in selecting the right format of the Internet advertising are grouped into five general categories:
A. Features of products or services
Based on the degree to which the customer is involved, overall, the features of products or services are divided into four major categories:
1. High involvement (wise shopping) such as buying a home or car
2. High involvement (tentative shopping), such as buying jewelry and beauty products 3. Low involvement (daily shopping) such as buying drinks and chocolate
4. Low involvement (reactional shopping) such as shopping daily household items
B. Advertisements type: ads are classified into 5 categories:
1. Products or services ads
2. Public services ads
3. issue ads such as job ads
4. Corporate ads
5. Political ads
Each of the ads types mentioned above have an overall specific structure which helps the audience understand the ads better. When advertising is grouped based on the ads type, the type into within which an advertisement falls supplies to a large extent the answers an audience is looking for.
C. Audience
Audiences are divided into three groups of: heavy, medium, and light users of the Internet.
1. Heavy users of the Internet are owners of PCs at home, work, university, and professionals who are heavily involved in using the Internet.
2. Medium users include the best-paid and most highly educated people.
3. Low users are those who believe less than the twp former groups of users in the benefits of the Internet advertising and use the Internet approximately one hour a day.
D. Strategy type
Advertising is, in principle, disseminated by means of two strategies: a pull strategy and a push strategy. A pull strategy concerns those customers who actively surf the websites, that is, search for products or services provided by organizations. But a push strategy is associated with those products, services, or websites that customers do not go in search of, so products or services advertisements should be sent to them in a way that attracts their interest in products or services.
E. ICT status of the country
The Internet in Iran is high-speed or low-speed. The low-speed Internet transfers data at a speed of 56 KB in a second, which is peculiar to homes. The high-speed Internet refers to the data transmission at a speed faster than that of 128 KB in a second. The high-speed Internet is mainly used by scientific centers such as universities and e-businesses.
F. Objective ad features:
These features include the visible features of an advertisement such as color, size, typeface, the number of sentences, animation, appeal type, interactivity, etc.
 G. Subjective Ad features:
These features deals with perceptions that the customer has of ads such as the attitude toward the ad, current information, flow of information, and creation of empathy, etc.