pop ups ads

1. HOW DO GREEN FIRMS APPEAL USERS
WITH POP-UPS AND IN-LINE AD`S AS
AN EFFECTIVE TOOL TO DISTORT
THEIR ATTITUDE.
(A STUDY OF HOW GREEN FIRMS USE ADS AS AN EFFECTIVE
TOOLS TO APPEAL TO USERS)
AUTHOR & PRESENTER: DANIEL LAMECK
CO-AUTHOR : DR. . YING-JIUN HSIEH
AFFILIATION: NATIONAL CHUNG HSING UNIVERSITY
CONFERENCE: SIBR-THAMMASAT 2014 BANGKOK CONFERENCE ON
INTERDISCIPLINARY BUSINESS & ECONOMICS RESEARCH

2. ABSTRACT
The internet industry makes a distinction between rich media pop-
ups and in-line ad`s marketing to offer great opportunities for green
advertising and marketing activities supported by website advertising
to allow green firms to directly convey messages to the consumers.
 The aim of this study is to explore
why and how internet advertising will have impact on consumers
attitudes by deploying pop-ups and in-line ads.
a) Find differences between the way Taiwanese consumers react to
advertising with green advertising messages.
b) to explore why current methods of internet advertising are
becoming inadequate
c) to explore what technologies are allowing changes to occur.

3. INTRODUCTION
Why are FIRMS using GREEN MARKETING strategy to integrate with
internet platform? And why employing pop ups/in-line ads?
• They create as much clutter as those slippery advertising inserts that
fatten yahoo or google search engines?
• But just how annoying are those pop-up/in-line ads that appear
unwanted on your computer screen as you cruise the Internet?
• How effective are they at selling stuff on websites?
• And do they raise privacy issues in the same way that e-mail spam
does?
There is not enough research to measure the effectiveness of these
platforms.
Previous studies shows that pop-up ads/in-line ads are way at the
bottom of the list in terms of popularity

4. ATTITUDE
 In a psychological sense attitude is defined as a “tendency that is
expressed by evaluating a particular entity with some degree of favor
or disfavor" (Eagly and Chaiken, 1993, p. 1).
The dictionary defines it also as “a cognitive process involving
positive or negative valences, feelings, or emotions”
(marketngpower.com).
The attitude is an important part in the study of consumer behavior
and considered with Green firms for marketing strategies.
As the consumption of green product is a current and relevant
subject, many studies have been done about the attitudes towards
green products but yet didn’t integrate with media used to convey
the message to consumers and this study will contribute to the
literature about pop-ups and in-line advertisements with message on
green products.

5. ADVERTISING VALUE
The advertising value is affected by the five factors,
 Demographic, entertainment, informativeness, irritation and
credibility.
Attitude and emotion should not be regarded as factors like
the other since are dependent on the values of the other five
factors.
Advertising value can be defined through a subjective
evaluation of the relative worth or utility of the advertisements
to consumers (Ducoffe, 1995).
• Advertising value relates to the question: “What do I want to
receive from the advertisement?”.

6. ADVERTISING LITERATURE
• Green advertising is here understood as the promotion of a
product or brand that has environmental claims.
• It is advertising which addresses the relationship between the
product and the biophysical environment as well as the medium
deployed to channel the message content.
• When firms have defined the goals and objectives and which
target group and market position that has to be defended, they
have to decide on which tools to use of the marketing plan.

7. CONT.
• Several types of promotional tools are available online one of
them are online web advertising. The most commonly studied
are pop-ups and in-line ads, which are ads embedded in the
page being viewed.
• The defining characteristic of this class of promotional
messages (especially when compared to banner ads) is the
difficulty the web surfer has ignoring them. These promotional
messages are designed to attract attention and interrupt the
user’s experience at the website.
• Therefore, in this particular study, we highlight some research
that has been conducted in both the marketing and green
advertising literature with respect to online consumer behavior
and promotions as well as in the decision-processes literature
with respect to task interruption and attitude.

8. • Green firms in Taiwan are facing a constant battle to break through
the consumer attitudes and reach the consumers’ attention with their
advertising.
• Ads appear daily and everywhere in a consumers’ life; Advertising
theorists have been describing the critical stimulus features of
various advertising media and their content.
• The competition for attention has become massive and companies
are using all means necessary to reach the attention of the
consumers (Rodgers and Thorson, 2000).
• For instance, (Carlson et al. 1996) analyzed green advertisements in
the scope of ‘integrated marketing communication’ by using content
analysis .
• They classified advertisements by the types of claim into four
categories: product orientation, process orientation, image
orientation and environmental claim but study didn’t focus on
attitude distortion and impact of green ads

9. RESEARCH FRAMEWORK
• Extension of Ducoffe (1996) model
Based on the existing literature about attitudes toward advertising
and consumer behavior models, a research framework is constructed
to illustrate the factors that can distort consumer attitudes.
It’s also known that the constructs being expressed in previous
studies by Brackett and Carr (2001) and Ducoffe (1996) have proven
to be relevant, the distinction between advertising value and
advertising attitude is not exposed clearly.
One of the things marketers are concerned with is how persuasion
works and how people judge the tactics used by persuaders and
whether those tactics are appropriate.

10. FIG.1

11. We use attitude and emotion as a dependent variables and consider
the antecedents of green ads value as a factor of attitude in our
framework.
We also believe that there are more factors that come into play,
especially in the internet environment.
These factors may help further distinguish the internet environment
from traditional media.
This paper examines the following two factors in addition to those
proposed by Ducoffe (1996) and further validated by Brackett and
Carr (2001)

12.  Hypotheses authors developed from the framework
1) The perceived emotion, entertainment, informativeness,
irritation, credibility and demographics of internet ads affect
the attitude toward internet advertising.
2) Consumer attitudes are different for ads content with green
message content and general internet advertising.
3) Attitudes toward green advertising affect consumer intentions
to receive pop-ups and in-line ads.
4) Consumers’ intentions to click and visit pop-ups and in-line
ads with green message content affect their attitudes towards
the brand appealing

13. CONT.
In the context of consumers interacting with an ad, the importance
or relevance of the ad to consumers current information needs would
determine how involved a consumer is, which in turn would affect his
or her perception of the ads value.
This is in line with the discussion of a consumers cognitive or
affective needs (also called psychological motives) such as
information learning, entertainment, personal identity, parasocial
interaction, companionship and escape (Blumler, 1979; Katz et al,
1974; Rubin, 1981; 1983).
All advertising is an imprecise science. No one knows with any
degree of consistency how well any ads increase the sales of
products and services.
Sometimes they help; sometimes they don’t. The better ones can
create a nice positive buzz; the poorer ones can be embarrassing.

14. METHODOLOGY
• The study involved combination of a descriptive and
explanatory approach based on a quantitative nature.
• Quantitative research
 Is “the collection of data that involves larger, more
respondent’s samples and numerical calculation of results”.
 As looking deep to consumer attitude, a quantitative strategy
is more suitable to include a large sample size, because it can
be analyzed accurately through inferential statistics that will
confirm the approval or disapproval of selected hypotheses and
the result generated can be real and unbiased.

15. DATA ANALYSIS AND FINDINGS
• Data Reliability
The attitude data were first tested for reliability using Cronbach’s alpha to
assess data reliability.
As most research method guides treat a value higher than 0.7 as acceptable
[W.C. Multivariate Data Analysis.], the values in data collected from the
survey are reliable and suitable for further analysis.
• Factors Affecting Attitudes
The results indicate that entertainment is the major factor that affects the
overall attitude, with a marginal contribution of higher percent of the
variance.
Credibility is the second important attribute, but its marginal contribution to
explain the variance is only slightly lower percent, which is substantially
lower than that of entertainment.
 Irritation and informativeness have marginal contributions compare to the
other two.

16. Demographics considered to be dimension of age was not only
chosen in order to filter out unsuitable respondents from suitable
ones, but also to provide an explanation to varying attitudes toward
advertising.
Relationship Between Attitudes and Emotion.
A multivariate analysis indicates that overall attitude is significantly
correlated to emotion (t = 11.3, p < 0.001). When the respondents
were asked about their willingness to receive pop-ups and in-line
advertising if certain rewards, such as environmental concern , the
answers range differed in just a small margin” A chi-square test
between these two factors is statistically significant at p < 0.001.

17. 6. CONCLUSION AND IMPLICATION
• . At the same time they agreed that the strategy used for
advertisements is very informative, modern advertising
strategy, but still these advertisements creates irritation and
annoyance although same advertisements have interactivity
sense. Authors found that respondents are very impressed with
green message but with a wee bit about the medium used by
green firms, there is a need to improve their advertising
strategy.

18. 6.1 SUGGESTIONS FOR FURTHER RESEARCH
• 1. With an increase in size of the studied population, the authors
believe would generate more reliable results, and potentially indicate
more visible differences
• 2. Examining attitudes held toward a specific green product, or for
instance green products found in a particular industry. Also, look at
adverts found in different media, to examine differences in
perception of green appeals.
• 3. Create adverts and display as pop-up or in-line, deciding what to
be included. This would mean that the viewers of the ad would have
no previous perceptions or attitude held toward the ad, or the brand.
This could provide interesting results, indicating findings with no risk
of previous perceptions influencing the attitudes