Title: Banners, e-mail, advertainment and sponsored search: proposing a value perspective for online advertising

Authors: Andreina Mandelli

Addresses: Marketing Department, SDA Bocconi School of Management, Via Bocconi, 8, 20141 Milan, Italy

Abstract: In this paper, we describe the state-of-the-art in online advertising, addressing particularly the service innovation in the industry, at least partly developed as a solution to the crisis of the end 1990s. We claim that the approach based on cognitive intrusion does not fit the value expectations of the consumers and ultimately, the strategic goals of the firm. Our conclusion is also that permission marketing (on which the e-mail marketing techniques are based) does not solve the problems of online advertising, because it does not fit the needs of the advertisers, or those of the consumers, in the early stages of the relationship. We provide arguments and empirical evidence (primary and secondary) for supporting our statements. We propose a new model of evaluation and management of online advertising, based on the customer value perspective. Since the service innovation in the field is not limited to rich-media banners and e-mail marketing, we try to find the new techniques that better fit a customer value philosophy of online advertising. Lastly, we also highlight the critical aspects of these new online advertising domains.

Keywords: online advertising; web marketing; resource-based view of management; customer-centred marketing; customer relationship marketing; internet marketing; service innovation; permission marketing; retention e-mail marketing; customer value; rich-media banners; sponsored search; advertainment; chat advertsising; viral marketing; advergames; brand communities; search marketing.

DOI: 10.1504/IJIMA.2005.007506

International Journal of Internet Marketing and Advertising, 2005 Vol.2 No.1/2, pp.92 - 108

Available online: 30 Jul 2005 *

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