Formatting in Online Advertising - Australian Architecture Association - Case Study Example

Marketing Name Course Lecturer Date Executive summary This report involves the review of the online formatting as a means of advertisement as applied to the Australian Architecture Association (AAA). The effects of the various aspects of advertisement are analysed; comprehension, attitude functions, relevant attention factors and the involvement level (Smith, Chen and Yang, 2008). There is a brief description of the AAA putting emphasis on the engagement level it has in the publicity by the use of internet advertisement. The formatting online advertisement criteria run through the whole project by deliberate action as the method under study. The reviews provide are as a summary to the dynamic nature of this part of advertisement, which is just a fragment or a diversion out of the wide-ranged advertisement methods. Various ideas by different people have been recognised and used in the description. This includes materials from the academic approach to advertisement and the professional involvement. Both what is expected in the academic descriptions and what the market is experiencing are compared and contrasted throughout the report. The most recent materials have been preferred due to the consistent developments in the internet developments. There is a comprehensive regard for the actual conditions in the advertisement particularly as attached to AAA. The report ends with concluding that the formatting online advertisement strategy is key in the development of the advertising models that are applicable in many organisations and particularly the non-profit organisations. In addition, a conclusion is made that the development of the internet designs are necessary. This is because there is a wide group that is easily accessible by this means. Table of Contents Executive summary 2 Table of Contents 3 Introduction 3 Summary of Australian Architecture Association 3 Description of formatting in online advertising 4 Attention Factors 6 Comprehension 7 Functions of attitudes 8 High and low involvement behaviour 9 Conclusion 10 References 11 Introduction Summary of Australian Architecture Association 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 the 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 a 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 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 includes 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 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 the 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 the exposure to natural surroundings. As Eisend (2009) asserts that the effects of attention are such that the advertisements for brands that are preferably purchased is higher than those of which are uncommon in 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 is 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 in these internet walls will capture people either deliberately or accidentally. There are various types of these structures made available in 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. Comprehension Formatting in the online advertisement should ensure that the advertisement composition is in such a position as to influence positively the comprehension process. It can be argued that the goal of any communication in advertisement is to enhance comprehension strengthen memory and provoke attention. As Vance & Virtue (2011) posits, the cognitive aspect of advertisement must be included in a comprehensive advert. This enhances assimilation of the information being conveyed in a general term. The graphics involved should ensure that there is cognitive demonstration of the message in line with its inference fields. Inferential relations of the advert are developed in line with the level of comprehension thus achieved. Comprehension is highly enhanced in the Australian Architecture Association by the use of online formatting especially in the graphic designs. Formatting involves presentatation of these graphs by posting them on the internet walls as well as YouTube presentations. These enhance the cognitive construction of the conveyed message in the most possible memorable manner. Various architectural designs are involved alongside the designers. One can generally identify the message being conveyed following the links that the AAA gives on their online engagements. This avoids duplication of ideas, as would be the case in an ambiguous presentation case. There exists a large number of marketing employees in AAA who at a continuous basis are involved with the wall development of the links to enhance the frequent updating. The online formatting programme is therefore very instrumental in comprehension goals achievement. Functions of attitudes Attitudes are predominantly the results of response to nonverbal and the verbal stimuli. Attitudes may be directed towards the brand or towards the advertisement itself. This notwithstanding, it is argued that a good attitude toward a brand will lead to a good attitude towards a brand and vice versa. Attitude has a utilitarian function, value-expressive function, ego-defensive function and knowledge function. High self-monitors tend to prefer ads that focus on social identity concerns. The self-monitors stands out for utilitarian appeals. Attitudes provide an avenue for interactions between the personality and the product type. Attitudes may be formed to defend consumers from the insecurities both internal and external. Much of the present study reveals that product characteristics interact with the personal differences thus influencing the persuasiveness of image-based to quality-based appeals. (Eisend, 2009) The aspect of formatting has been widely used by the Australian Architecture Association to influence the attitudes of the people both in Australia and across the world. There have been online interactive ads an example being input online queries and letting the public follow them on social media. There is a memorable or a pleasant jingle that the AAA has classically conditioned its operation. Since consumers demonstrate different levels of commitment to attitudes objects, the AAA includes very pleasant images of their architectural structures to positively have a bargain in the market. This is done objectively following the ABC model: Affect, Behaviour and Cognition. This entails feelings about the object, the intentions decided and the beliefs attached to the object respectively. The object of concern here in AAA is the architectural designs. High and low involvement behaviour Depending on the knowledge and the experience of the consumer, some may make quick purchasing decisions and while others may need to acquire information to make purchases. Involvement level is a reflection of how personally interested you are to make consumption and the information needed for purchases. Some of the low-involvement consumer purchases are made with no planning or previous reasoning (Marshall 2012). The behaviour of the consumers has a routine behaviour of response. There are automatic decisions made that is based on the scarce information or the information gathered in the past. However, in the case of formatting as applied to AAA, there is need for prior thought in a deep way to allow involvement in the purchase or contraction agreement with the particular architects. Formatting in the online context will take a high involvement criteria taking into account that it is applied in highly capital-intensified structures that requires long time and high investment levels. The purchasing of the structure will need the formatting criteria as used in this context to employ enough periods to make a decision based on the progressive acquiring of the information. This is opposed to the rash consumption decisions that can be made on a daily basis. One explanation for this is that the consumers engage with what is called extensive problem solving. In this case, a lot of time is necessary for comparison of the different aspects such as the warranties, prices and the features of the product. There exists a post-purchase dissonance in some cases of high-involvement criteria. Conclusion It conclusion, there is a highly significant level that cannot be neglected in the formatting online advertisement use. In consideration with the wide range that the internet has been to cover in the recent developments, an advertisement cannot be seen to be comprehensive enough if it avoids it. The dynamism of the coverage cannot be overemphasized due to it very clearly observable developments. This can also be supported by the fact that the internet covers the global market very efficiently and within the minimum time. The application is therefore not only relevant to the AAA but to the non-profit organisation also in general. As revealed by the report, this advertisement covers the whole range of advertisement aspects: attention, attitude functions, involvement level and comprehension. This makes it key in rank of the most necessary criteria. The integration of these factors is clearly, what the adverts should go for. This particularly involves organisations that must be embraced by the public for sustainability to be achieved. The non-profit organisations, in particular, should enhance the usage of the formatting criteria on the readily available internet facilities for the communication efficiency. These benefits can only be reaped by embracing of the discussed issues not by merely studying them. 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. Read More