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Avoidance of Advertising in Social Networking Sites: The Teenage Perspective L. Kelly, G. Kerry & J. Drennan (2010)
Today’s Agenda What is the point of the article? How was this point reached? Why is the point important? Quick recap and the final verdict 2010-10-06 Marcus Holst 2
Just Give Me 5 Minutes … 2010-10-06 Marcus Holst 3 Spoiler!
The Point  2010-10-06 Marcus Holst 4
Advertising on Social Networking Sites Needs Adaptation Problem Teenagers were found to not care much about advertising on social networking sites Consequence Advertisers need to change to be successful 2010-10-06 Marcus Holst 5
Several Factors Affect Ad Avoidance 2010-10-06 Marcus Holst 6
The Method 2010-10-06 Marcus Holst 7
Qualitative and Explorative Approach 2010-10-06 Marcus Holst 8 13-17 years old Focus groups: 23 people In-depth interviews: 8 people
Words of Caution 2010-10-06 Marcus Holst 9 Everyone used this site Australian study 2 people used this site
The Conclusion 2010-10-06 Marcus Holst 10
Again, Several Factors Affect Ad Avoidance 2010-10-06 Marcus Holst 11
The Teenagers Did Not Pay Attention 2010-10-06 Marcus Holst 12 Ads are not interrupting Not too much advertising Interactiveads, like games, arefun A friend of mine got a computer virus…
Advertisers Must Know How to Reach Their Audience 2010-10-06 Marcus Holst 13 USD 1,200,000,000
Quick Wrap-Up 2010-10-06 Marcus Holst 14 Teenagers avoid advertising on social networking sites Opportunities for research concerning what types of ads actually work No need to read  the article
The End 2010-10-06 Marcus Holst 15

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"Avoidance of Advertising in Social Networking SItes: The Teenage Perspective"

  • 1. Avoidance of Advertising in Social Networking Sites: The Teenage Perspective L. Kelly, G. Kerry & J. Drennan (2010)
  • 2. Today’s Agenda What is the point of the article? How was this point reached? Why is the point important? Quick recap and the final verdict 2010-10-06 Marcus Holst 2
  • 3. Just Give Me 5 Minutes … 2010-10-06 Marcus Holst 3 Spoiler!
  • 4. The Point 2010-10-06 Marcus Holst 4
  • 5. Advertising on Social Networking Sites Needs Adaptation Problem Teenagers were found to not care much about advertising on social networking sites Consequence Advertisers need to change to be successful 2010-10-06 Marcus Holst 5
  • 6. Several Factors Affect Ad Avoidance 2010-10-06 Marcus Holst 6
  • 7. The Method 2010-10-06 Marcus Holst 7
  • 8. Qualitative and Explorative Approach 2010-10-06 Marcus Holst 8 13-17 years old Focus groups: 23 people In-depth interviews: 8 people
  • 9. Words of Caution 2010-10-06 Marcus Holst 9 Everyone used this site Australian study 2 people used this site
  • 10. The Conclusion 2010-10-06 Marcus Holst 10
  • 11. Again, Several Factors Affect Ad Avoidance 2010-10-06 Marcus Holst 11
  • 12. The Teenagers Did Not Pay Attention 2010-10-06 Marcus Holst 12 Ads are not interrupting Not too much advertising Interactiveads, like games, arefun A friend of mine got a computer virus…
  • 13. Advertisers Must Know How to Reach Their Audience 2010-10-06 Marcus Holst 13 USD 1,200,000,000
  • 14. Quick Wrap-Up 2010-10-06 Marcus Holst 14 Teenagers avoid advertising on social networking sites Opportunities for research concerning what types of ads actually work No need to read the article
  • 15. The End 2010-10-06 Marcus Holst 15