• Consensus Map of Click-Through and Constructs’ Evaluation for Internet Advertisements

Abstract

Internet advertisements have been considered as an important interactive marketing media to affect business development. They also changed the business model in advertising industry. Internet advertisements have presented in many patens with creativities to affect consumer behavior. The shopping experience of web surfers are increasing obviously at present. The surfers look the internet advertisements on the webpage whether can attract and arouses their interest becoming the critical issue. Therefore how to understand web surfers’ consensus about internet advertisements click-though and ranking has become a common issue for advertising designers, advertising companies and advertisers while they are planning internet advertising.

This research used the Zaltman Metaphor Elicitation Technique (“ZMET”) which focuses on pictures instead of traditional linguistically-based in-depth interviews in marketing research. By means of ZMET, 34 common constructs showing web surfers’ core thoughts for click-though of internet advertisements were found and used to establish a consensus map. The 34 common constructs are classified into originator constructs, connector constructs and destination constructs and become the basis of the ranking. The technique for order preference by similarity to ideal solution (“TOPSIS”) was utilized to figure out the ranking of different categories. The above- entioned findings about the causal relation among common constructs and ranking of web surfers’ consensus can be utilized in internet advertisements designing or planning. Furthermore, advertisers’ thoughts and the characteristics of goods or services must be taken into consideration together with the findings to enhance the interaction of internet advertisement and click-thought rate.

Keywords: Internet Advertisements, Click-Through, ZMET, TOPSIS, and Consensus Map