The online target advertising design model: a conceptual model to provide theoretical guidelines, insights, and understanding in online target marketplaces and the development of websites and apps

Efosa C. Idemudia

International Journal of Information Technology and Management, 2016, vol. 15, issue 3, 195-226

Abstract: This study presents generations of digital marketing business strategy, guidelines and insights to online social media companies for how to design online target advertisements in digital market places, application development, and methods for improving click-through rates. Prior research has focused mainly on the input and process components of designing online target advertisements. Hence, there has been limited research that addresses the influence of visual display principles (VDP) on the output component of online target advertisement design. Motivated by this limited research, we have developed the online target advertising design (OTAD) model that incorporates the VDP; the theoretical background for the VDP is the visual perception theory. The OTAD model provides guidelines, insights, and IT strategies for how to effectively design online banner ads, apps, and websites for digital target advertising. Also, the OTAD model encourages designers to pay equal attention to all the components that are involved in target advertising/marketing.

Keywords: e-commerce; electronic commerce; target advertising; visual display principles; visual perception theory; online ads; online advertising; click-through rates; advertising networks; social media; app development; apps; conceptual modelling; website development; digital marketing; marketing strategy; advert design; online banner ads; internet advertising. (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=77379 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijitma:v:15:y:2016:i:3:p:195-226

Access Statistics for this article

More articles in International Journal of Information Technology and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().