International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A New Domain for Advertising: A Content Analysis of Website Names


Affiliations
1 Department of Marketing & Management, University of Central Arkansas., United States
     

   Subscribe/Renew Journal


Although a popular and efficient communication medium, the Internet is no longer a novel concept to advertisers or consumers. This research uses a content analysis to confirm that the use of domain names is widespread and to establish that some companies are investing time and creativity in naming domains. This research employed a content analysis of 1,023 print ads in 15 different magazines. A grounded theory approach was used iteratively to identify 10 underlying themes for website naming. The research uncovered themes that offered functional value to consumers by including information that points them to more specific material along with categories that use a more novel approach to naming websites utilizing current campaigns, promotions, or making clever links to the brand. The themes are discussed in detail along with overall implications for marketing creativity.

Keywords

Internet, Branding, Creativity, Advertising, Websites, Novelty, Content Analysis, Domain Name
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1991). Managing brand equity. New York, NY: The Free Press.

  • Aaker, D. A. (1996). Building strong brands (pp. 35, 71). New York, NY: The Free Press.

  • Aaker, D. A. & Joachimsthaler, E. (2000). Brand leadership.The Free Press: New York, NY.

  • Adforum. (2008). Mastercard's priceless pep talks. Retrieved from http://www.adforum.com/forum/media/ad_sum_details.asp VVS=12658916

  • Albers-Miller, N. D. & Stafford, M. R. (1999). An internation alanalysis of emotional and rational appeals in services vs. goods advertising. Journal of Consumer Marketing, 16(1), 42-57.

  • Alden, D. L., Mukherjee, A. & Hoyer, W. D. (2000). The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15.

  • Alsop, R. (1988). Surreal ads startle-but do they sell? Wall Street Journal.

  • Ang, S. H. & Low, S. Y. M. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17(10), 835-54.

  • Ariely, D. (2000). Controlling the information flow: Effects on consumers' decision making and preferences. Journal of Consumer Research, 27(2), 233-248.

  • Batra, R. & Holbrook. M. B. (1990). Developing a typology of affective responses to advertising: A test of validity and reliability. Psychology and Marketing, Spring, 7(1), 11-25.

  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, September, 15(2), 139-168.

  • Berelson, B. (1952). Content analysis in communication research. Glencoe, IL: Free Press.

  • Bulmer, M. (1979). Concepts in the analysis of qualitative data. Sociological Review, 27(4), 651-677.

  • Burnkrant, R. E. & Unnava, H. R. (1995). Effects of self referencing on persuasion. Journal of Consumer Research, June, 26, 17-26.

  • Chandon, P., Wansink, B. & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, October, 64(4), 65-81.

  • Chang, C. C. & Liu, H. H. (2008). Information format-option characteristics compatibility and the compromise effect. Psychology & Marketing, 25(9), 881-900.

  • Creyer, E. H. & Ross, W. T. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-433.

  • Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.

  • Glaser, B. G. & Anselm, L. S. (1967). The discovery of grounded theory: Strategies for Qualitative Research. Chicago: Aldine.

  • Goodstein, R. C. (1993). Category-based applications and extensions in advertising: Motivating more extensive ad processing. Journal of Consumer Research, 20(1), 87-99.

  • Houston, M. J., Childers, T. L. & Heckler, S. E. (1987). Picture-word consistency and elaborative processing of advertisements. Journal of Marketing Research, 24(4), 359-69.

  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.

  • Knapp, D. E. (2000). The brand mindset. New York, NY: McGraw-Hill.

  • Kotler, P. & Armstrong, G. (1994). Principles of marketing (6thed). Englewood Cliffs, New Jersey: Prentice-Hall, Inc.

  • Kover, A. J., Goldberg, S. M. & James, W. L. (1995). Creativity vs. effectiveness? An integrating classification for advertising. Journal of Advertising Research, 35(6), 29-40.

  • Lai, C. S., Chen, C. S. & Lin, P. J. (2007). The effects of service quality on customer relational benefi ts in travel website. Portland International Center for Management of Engineering and Technology, Proceedings-Management of Converging Technologies. 1(6), 1133-40.

  • Leigh, J. H. (1994) The use of fi gures of speech in print ad headlines. Journal of Advertising, 23(2), 17-33.

  • Loken, B. & Ward, J. (1987). Measures of the attribute structure underlying product typicality. Advances in Consumer Research, 14(1), 22-6.

  • Markus, H. & Wurf, E. (1987). The dynamic self-concept: a social psychological perspective. Annual Review of Psychology, 38(1), 299-337.

  • Markus, H. & Nurius, P. (1986). Possible selves. American Psychologist, 41(9), 954-969.

  • Markus, H., Crane, M., Bernstein, S. & Siladi, M. (1982). Self-schemas and gender. Journal of Personality and Social Psychology, 42(1), 38-50.

  • McQuarrie, E. F. & Phillips, B. J. (2005). Indirect persuasion in advertising. Journal of Advertising, 34(2), 7-20.

  • Meyer, W. U. & Niepel, M. (1994). 'Surprise,' encyclopediaof human behavior. In Ramachadran (ed.). San Diego: Academic Press.

  • Meyers-Levy, J. & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.

  • Novak, T. P., Hoffman, D. L. & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-44.

  • Redfern, W. (1985). Puns. New York: Blackwell.

  • Rogers, T. B., Kuipers, N. A. & Kirker, W. S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), pp. 677-688.

  • Rosch, E. & Mervis, C. B. (1975). Family resemblances:Studies in the internal structure of categories. Cognitive Psychology, 7(4), 573-605.

  • Ryan, G. & Bernard, H. R. (2003). Techniques to identify themes. Field Methods, 15(1), 85-109.

  • Schmitt, B. (1999). Experiential marketing. Journal ofMarketing Management, 15(1), 53-67.

  • Schmitt, B. & Simonson, A. (1997). Marketing aesthetics: The strategic management of brands, identity, and image. New York, NY: The Free Press.

  • Park, C. W., Jaworski, B. J. & Macinnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, October, 50(4), 135-45.

  • Schumann, D. W., Petty, R. E. & Clemons, D. S. (1990). Predicting the effectiveness of different strategies of advertising variation: A test of the repetition-variation hypotheses. Journal of Consumer Research, 17(2), 192-202.

  • Stone, G., Besser, D. & Lewis, L. E. (2000). Recall, liking, and creativity in TV commercials: A new approach. Journal of Advertising Research, 40(3), 7-18.

  • Strauss, A. & Corbin, J. (1990). Basics of qualitative research:Grounded theory procedures and techniques. Newbury Park, CA: Sage Publications, Inc.

  • Till, B. D. & Baack, D. W. (2005). Recall and persuasion: Does creative advertising matter? Journal of Advertising, 34(3), 47-57.

  • Tom, G. & Eves, A. (1999). The use of rhetorical devices in advertising. Journal of Advertising Research, 39(4), 39-43.

  • Torres, I. M. & Briggs, E. (2007). Identification effects on advertising response. Journal of Advertising, 36(3), 97-108.

  • Wee, T. & Ming, M. (2003). Leveraging on symbolic values and meanings in branding. Journal of Brand Management, 10(3), 208-18.

  • Weilbacher, W. M. (1995). Brand Marketing. Chicago, IL: NTC Business Books.

  • Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service quality delivery through websites: A critical review of extant knowledge. Journal of Academy of Marketing Science, 30(4), 362-375.

  • Puto, C. P., & Wells. (1984). Informational and transformational advertising: The differential effects of time. Advances in Consumer Research, 11, 638-643 Association for Consumer Research.


Abstract Views: 838

PDF Views: 0




  • A New Domain for Advertising: A Content Analysis of Website Names

Abstract Views: 838  |  PDF Views: 0

Authors

Susan Myers
Department of Marketing & Management, University of Central Arkansas., United States

Abstract


Although a popular and efficient communication medium, the Internet is no longer a novel concept to advertisers or consumers. This research uses a content analysis to confirm that the use of domain names is widespread and to establish that some companies are investing time and creativity in naming domains. This research employed a content analysis of 1,023 print ads in 15 different magazines. A grounded theory approach was used iteratively to identify 10 underlying themes for website naming. The research uncovered themes that offered functional value to consumers by including information that points them to more specific material along with categories that use a more novel approach to naming websites utilizing current campaigns, promotions, or making clever links to the brand. The themes are discussed in detail along with overall implications for marketing creativity.

Keywords


Internet, Branding, Creativity, Advertising, Websites, Novelty, Content Analysis, Domain Name

References