Internet applications for marketing Essay Example | Topics and Well Written Essays - 2000 words

Internet applications for marketing - Essay Example The results were predicted and not challenged which is the hallmark of a proper and standard research paper. This journal article focuses on how to create a successful brand presence on the internet. The authors believe that a strong brand can create positive consumer perceptions of the existing products and for new products. It has tried to focus on new design tools that could help marketers obtain more usage of the website and generate better sales. The authors have tried to impress that new media like vividness and interactivity can fetch better response than traditional media. In other words, new media produces realism. They have also explored the possibility of advertisements on the website to attract users. Consumer good companies have not been keen to adopt animation and sound because it causes distraction from the actual products or message on the website. Thus this article has tried to explore how varying levels of realism affects attitudes, behavioural intentions and the level of consistency between these attitudes and intentions. The article compares the impact of direct and ind irect experience and studied the impact of realism in marketing. They have studied the impact of telepresence, vividness and interactivity on several versions of four different websites. It is difficult to generalize the attitudes and reactions of consumers as there are so many variables involved. Vividness has been found to generate stronger attitudes towards the site but it does not necessarily means higher sales. Thus the article has tried to identify and analyze factors that influence online consumer behavior. The article cites theory from other articles that were written as many as twenty years before the article under review. Consumer behavior changes to a large extent in 20 years and so would the principles of marketing. The article has studied the impact of direct and indirect experience where direct experience