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

Document Type

Article

Publication Date

6-2015

Department

School of Business

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.

DOI

10.1504/IJITM.2016.077379

First Page

195

Last Page

226

Volume

16

Issue

3

ISSN

17415179

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