The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/18786 |
Resumo: | Digital marketing has revolutionized the advertising industry. One of the areas it has had a meaningful impact is on the online shopping experiences, called e-commerce. To engage and retain customers to an online shop, one of the most popular and beneficial advertising tools is the e-newsletter. To better understand how to optimize such a tool, this dissertation focuses on one of the main differentiations between products (hedonic vs. utilitarian), The purpose is to understand how can they best appeal to customers so that the exposure to the ad results in the choice of said product(s). To test how this categorization of products have impact on its advertising, testing was done by sending different newsletters displaying different combinations of hedonic and utilitarian products. Results show that newsletters portraying hedonic goods are more successful and advertising more than one product in the same newsletter benefits both hedonic and utilitarian products in engaging customers’ awareness. For the future of advertising, and in specific of online advertising, this research can help prove how the impact of such a small change in the ad can influence the whole customer decision-process. Moreover, the results highlight the need for retailers to define a very specific and detail-oriented advertising and communications strategy. |
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The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choicesDomínio/Área Científica::Ciências Sociais::Economia e GestãoDigital marketing has revolutionized the advertising industry. One of the areas it has had a meaningful impact is on the online shopping experiences, called e-commerce. To engage and retain customers to an online shop, one of the most popular and beneficial advertising tools is the e-newsletter. To better understand how to optimize such a tool, this dissertation focuses on one of the main differentiations between products (hedonic vs. utilitarian), The purpose is to understand how can they best appeal to customers so that the exposure to the ad results in the choice of said product(s). To test how this categorization of products have impact on its advertising, testing was done by sending different newsletters displaying different combinations of hedonic and utilitarian products. Results show that newsletters portraying hedonic goods are more successful and advertising more than one product in the same newsletter benefits both hedonic and utilitarian products in engaging customers’ awareness. For the future of advertising, and in specific of online advertising, this research can help prove how the impact of such a small change in the ad can influence the whole customer decision-process. Moreover, the results highlight the need for retailers to define a very specific and detail-oriented advertising and communications strategy.O marketing digital revolucionou a indústria publicitária. Uma das áreas em que teve um impacto mais significativo foi nas experiências de compras online, chamado e-commerce. Para cativar e reter clientes a uma loja online, uma das ferramentas mais populares e mais utilizadas é a newsletter. Para melhor compreender como optimizar tal ferramenta, esta dissertação foca-se numa das principais distinções entre produtos (hedónicos vs utilitários). O objectivo é entender como podem as newsletters apelar aos consumidores para que a exposição ao anúncio resulte na sua escolha. Para testar como esta categorização de produtos tem impacto no anúncio, foi realizado um teste em que diferentes newsletters com diferentes combinações de produtos hedónicos e utilitários foi enviada para uma mailing list de (potenciais) clientes Os resultados mostram que newsletters que apresentam bens hedónicos têm maior taxa de sucesso. Mostram também que publicitar mais do que um produto na mesma newsletter é vantajoso tanto para produtos hedónicos como para utilitários, permitindo-lhes mair possibilidade de cativar a atenção do consumidor. Para o futuro da publicidade, e da publicidade online em específico, esta dissertação pode ajudar a provar que uma pequena mudança num anuncio pode influenciar todo o processo de decisão do cliente. Adicionalmente, os resultados obtidos sublinham a importância de os lojistas definirem um estratégia de publicidade e comunicação específica e atenta aos detalhes.Jorge, Fernando SantosCosta, Ana Isabel AlmeidaVeritati - Repositório Institucional da Universidade Católica PortuguesaNeves, Ana Manuel Santos2015-12-09T11:43:37Z2015-11-0220152015-11-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/18786TID:201169916enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:24:31Zoai:repositorio.ucp.pt:10400.14/18786Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:15:40.045875Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
title |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
spellingShingle |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices Neves, Ana Manuel Santos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
title_full |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
title_fullStr |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
title_full_unstemmed |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
title_sort |
The power of online advertising : how hedonic and utilitarian appeals on e-mail : newsletters can impact consumer choices |
author |
Neves, Ana Manuel Santos |
author_facet |
Neves, Ana Manuel Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Jorge, Fernando Santos Costa, Ana Isabel Almeida Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Neves, Ana Manuel Santos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Digital marketing has revolutionized the advertising industry. One of the areas it has had a meaningful impact is on the online shopping experiences, called e-commerce. To engage and retain customers to an online shop, one of the most popular and beneficial advertising tools is the e-newsletter. To better understand how to optimize such a tool, this dissertation focuses on one of the main differentiations between products (hedonic vs. utilitarian), The purpose is to understand how can they best appeal to customers so that the exposure to the ad results in the choice of said product(s). To test how this categorization of products have impact on its advertising, testing was done by sending different newsletters displaying different combinations of hedonic and utilitarian products. Results show that newsletters portraying hedonic goods are more successful and advertising more than one product in the same newsletter benefits both hedonic and utilitarian products in engaging customers’ awareness. For the future of advertising, and in specific of online advertising, this research can help prove how the impact of such a small change in the ad can influence the whole customer decision-process. Moreover, the results highlight the need for retailers to define a very specific and detail-oriented advertising and communications strategy. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-12-09T11:43:37Z 2015-11-02 2015 2015-11-02T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/18786 TID:201169916 |
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http://hdl.handle.net/10400.14/18786 |
identifier_str_mv |
TID:201169916 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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