An Exploratory Investigation of Attitude Toward the Website and the Advertising Hierarchy of Effects

Desmond Minh Hou Poh, Bowater School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood, VIC, 3125. 
e-mail: desmondpoh@pacific.net.sg 

Stewart Adam, Associate Professor in Electronic Marketing, Bowater School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood, VIC, 3125. Telephone: +61.3.9244.6054. e-mail: stewarta@deakin.edu.au

Keywords

Advertising hierarchy of effects, Attitude toward the ad, attitude toward the website, online marketing, e-Business, e-Commerce, Internet advertising, World Wide Web, Web.

Abstract

The paper discusses the findings of a study designed to increase the generalisability, validity and reliability of earlier studies concerning the relationships between attitude toward the ad and aspects of the advertising hierarchy of effects model in the online marketing context. The findings suggest that the traditional advertising hierarchy of effects model is relevant in the online marketing environment, and that investment in online marketing communication can be evaluated using this stable and reliable method. It is, however, suggested that further research is needed to improve the generalisability of the findings.