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Consumer Perceptions of Online Advertising in Asia/Pacific (Excluding Japan)Published by: IDC Published: Jun. 16, 2008 - 10 Pages Table of ContentsTable of Contents IDC Opinion In This Study Introduction Methodology Sample Definition Quotas and Sample Achievement Table: Sample Achievement Profile of Sample Figure: Occupational Status Figure: Mean Daily Online Surfing Time Situation Overview Motivations Behind Click-Throughs Figure: Recent Click-Throughs of Online Advertising Figure: Reasons for Click-Throughs (Any Ad Type) Perceived Media Advertising Imagery Figure: Perceived Media Advertising Imagery: Absolute Endorsements Analysis of Media Image Profiles Figure: Perceived Media Advertising Imagery: Deviations Future Outlook Essential Guidance Learn More Related Research Synopsis AbstractThis IDC study examines perceptions and opinions of Internet users toward online advertising, using consumer surveys conducted in seven countries in the Asia/Pacific (excluding Japan) or APEJ region. "Internet ads are positioned as informative but are weak in prompting purchase. TV ads, on the other hand, are characterized by the enjoyment they bring to audiences, which also seem to create a strong persuasion to purchase. While it is possible to replicate the TV experience online in the form of video advertising, care should be taken to reduce the intrusiveness that plagues current TVC models," says Debbie Swee, market analyst, Emerging Technologies Advisory Services, IDC Asia/Pacific. Get Full Details About This Report >> |
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