Web Advertising

Academic research regarding advertising websites effectiveness and evaluation has been focused on two areas: defining factors that produce or affect advertising “effects” and providing guidance on their development and optimisation based on usability and functionality issues. This paper proposes and presents a conceptual framework of criteria for measuring the overall effectiveness of corporate advertising web sites supporting the idea of being used as a complete tool of promotion and relationship marketing, incorporating several approaches of previous related advertising effectiveness models. Primary research was conducted with the participation of 160 undergraduate and postgraduate students of the Applied Informatics Department. The importance of each criterion towards specific advertising effectiveness indicators and advertising effects was evaluate.

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students.
Design/methodology/approach: Three theoretical models were tested using a structural equation model.
Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising.  However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment.  In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor.
Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students.
Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions.

Seminars, conferences, workshops and training are intended to deliver tons of information on a variety of topics and keep up-to-date with the latest trends and issues in the industry, society, and education. In relation to this, it will be more convenient for the students and professionals to have an online service that can locate and view future seminars, conferences, training and workshops. In view hereof, the researcher propose a website that gather organizations and training centers that conduct seminars, conferences, workshops and training within the Philippines. It has an end view of developing a website which can be used to promote and advertise events