Mass Communication

I selected from the Journal of Advertising’s Winter 2004 issue a study on “Why Do People Avoid Advertising on the Internet?” The study talks about advertisers using this approach and how there still is a decline in consumer response.

As a consumer myself I agree because sometimes I am checking my email or looking for information on the internet and I get a pop-up ad. I find it to be annoying for the fact that a whole bunch of them might be thrown at me all at the same time. I find this to be an inconvenience because sometimes those pop-ups can slow my computer down or have it freeze on me. Most consumers get annoyed or irritated and with new pop-up blockers on such services as AOL and other Internet Service Providers potential consumers may not come across the advertisement after all since they are avoiding them.

The article assesses the role of three variables that affect ad avoidance. These variables are perceived goal impediment, perceived ad clutter and prior negative experiences. I do agree with the article because I feel this way when I am approached by an ad online unless it is something of interest to me. Sometimes an ad may be reaching the wrong audience. If a product does not cater to me or fit my needs why waste my time looking at it?

The article also mentions time as a factor; sometimes people just do not have the time to look at an ad. They may have just a limited time on the internet to do whatever it is they have to do such as check email, look up information, etc.

Researchers Chang-Hoan Cho and Hong Sik Jon Cheon created a survey for their sample of 266 college students at a large Southeastern University to go with their research. This study tested the hypothesis using structural equation analysis. The method of maximum likelihood was conducted in this research. Students completed an online survey to prove that the hypothesis was correct and to suggest additional information.

The results showed that the affective component of ad avoidance is the most significant in internet ad avoidance. This conclusion is helpful to advertisers so they may become aware of other approaches they may need to use in order to reach their audience. Advertisers can use more effective