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An Implicative Analysis on the Memorability of Functional Forms of Advertisements in Web Media

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Author(s): Dr. K. Pongiannan

Journal: International Journal of Computer Applications
ISSN 0975-8887

Volume: 28;
Issue: 2;
Start page: 1;
Date: 2011;
Original page

Keywords: Memorability | Media for advertisement | Web advertisements | Advertising message | Functional forms of web advertisements

ABSTRACT
The Web has wide applicability in the areas of research, business, communication and several other emerging fields. This has led to the exponential increase in the number of users of Web which enables them to access from anywhere at any time. Hence, the marketers are using the Web as a medium for advertisement to attract this mass audience. The advertisement posted by the marketer in the Web persuades the customer to find comparative information about companies, products, competitors and prices without leaving their place. Also unlike other media, the Web advertisement has a unique advantage of interaction with consumers and can directly lead them to purchase the product. The Web as an advertising media is different from other media for advertisement by two principles. First, the directionality of the advertising message is reversed. Second, Web based advertising works within a different set of constraints, which emphasize content as much as presentation. Because of these unique features, the Web is considered to be a powerful medium for advertisement. Keeping in view of these features of web media, this paper discusses about the impact of the various forms of web advertisements on the level of memorability among the users of web for viewing advertisements.
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