Essays on Formatting in Online Advertising - Australian Architecture Association Case Study

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The paper "Formatting in Online Advertising - Australian Architecture Association " is an outstanding example of a marketing case study. The Australian Architecture Association (AAA) was established in 2004 as a non-profit organisation. The purpose behind its formation was to promote the knowledge of both the world and the local architecture in Australia. The model that is used for organisation development is the CAF (Chicago Architecture Foundation). Over the past 10 years of its existence, it has held over one thousand architectural walks/tours. An example is the Sidney architecture guided by tour leaders on a voluntary basis began in Sidney city and other suburbs of architectural significance: Castlecrag and Surry Hills.

It has also opened close to two hundred homes to the public and hosted international speakers like the Black Talk Series. The founding committee comprises of marketing professionals, publicist and a mix of architects. One of the key ways of making their work known to the public is through internet advertisement. Various architectural features are displayed in the internet sites that are accessible to the public. (Leach, 2011) Description of formatting in online advertising It can also be referred to as formatting internet advertising.

It is the use of the internet to deliver marketing information to the consumers through the conspicuous use and manipulation of graphics, videos, links etc. It includes social media marketing, search engine marketing, email marketing and other types of display advertising. This online advertising commonly involves both a publisher and an advertiser just like other advertising media (Cradduck, 2012). The publisher, on one hand, integrates the required formatting for advertisement into its online content. On the other hand, the advertiser displays the advertisement on the publisher’ s content.

The range of its applicability runs across different levels like institutional, pioneering, product, competitive and reminder advertising. Benefits of online formatting advertising include cost reductions, measurability, formatting to suit the conditions needed, correct targeting, wide coverage and time-saving. The concerns that arise are banner blindness, fraud on the advertiser, technological variations, privacy violation concerns, trustworthiness of advertisers etc. (Anche, Hozouri & Mehdizadeh 2014). The following is a formatting online advertisement case:   Attention Factors Attention has a mediating role in the advertisement. It can be concluded that if there is attention to an advert, then there is no response to its advertising.

Attention is selective based on personal relevance acts as the guide for this selectivity. Selective attention influences behavior in natural settings. There is a consistent demonstration that individuals are highly selective in giving their attention to various elements in their environment. This selective perception thrives in exposure to natural surroundings. Eisend (2009) asserts that the effects of attention are such that the advertisements for brands that are preferably purchased are higher than those of which are uncommon in the purchase.

Because some advertisements contain some encoded information, attention is a fundamental process.   The Australian Architecture Association contains online publications that are highly characterised by photographs that are captivating. They include in their links many images and there are video clips running in the YouTube. All this is meant to achieve in capturing the attention of the target to their advertisement. Once the attention is captured, there will be a great possibility of having the individual involved to get the target information. The coverage of the well-structured houses posted on these internet walls will capture people either deliberately or accidentally.

There are various types of these structures made available in the image. Alongside these well-presented buildings are the names of individuals or organisations that were primarily involved in their construction. The attention factor must, therefore, be captured for any advertisement to be deemed successful.

References

Anche, F., Hozouri, S., & Mehdizadeh, A. (2014). An exploration investigation on important factors influencing e-marketing: Evidence from banking industry. Uncertain Supply Chain Management, 2(1), 49-54.

Cradduck, L. M. (2012). Life in the internet economy and the changing face of property use. Australia and New Zealand Property Journal, 3(6).

Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.

Leach, A. (2011). The encyclopedia of Australian architecture [Book Review]. Fabrications: The Journal of the Society of Architectural Historians, Australia and New Zealand, 20(2), 136.

Marshall, H. (2012). Penalties for misleading advertising Eight things you need to know. Keeping Good Companies, 64(8), 489.

Smith, R. E., Chen, J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47-62.

Vance, K., & Virtue, S. (2011). Metaphoric advertisement comprehension: The role of the cerebral hemispheres. Journal of Consumer Behaviour, 10(1), 41-50.

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