| dc.description.abstract | In recent years, the traditional internet advertising’s click rate has declined, replaced by the rise of rich media advertising. With the advent of new and improved advertising technologies, rich media has developed into a popular format for reaching and engaging consumers because the technologies allow the consumer to interact with the creative asset. Along with the rapid development of Internet technology, on-line advertising campaign decisions are further complicated by the wide variety of ad formats and advertisers’’ weak knowledge base regarding their effects. Rich media ads have many characteristics, such as intrusiveness, entertainment, and creativity. How to use rich media advertising to maximize advertising efficiency became an issue. This study used experiment design to explore a web user’s perception of and attitudes toward the rich media advertising format. The results of this study showed that web users’ perceptions of online ad formats vary across formats, with rich media ads being perceived as more entertaining, intrusive, and creative. As user perceived entertainment and creativity increases, user attitudes toward the ad become more positive, in contrast to when user perceived intrusiveness increases, user attitudes toward the ad become more negative. Web user’s perceived ad intrusiveness and creativity are directly related to ad recognition. When user feels more intrusiveness or creativity, the level of ad recognition is higher. In addition, we found that web user’s attitude toward advertising are directly related to attitude toward brand.
We expect the results can help enterprises understand that when they use internet marketing, rich media is an effective and low cost tool. What’s important in internet marketing is, selecting the right advertising presentation, which promotes not only their products but also their brand.
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