INFLUENCE OF ADVERTISING ON THE INTERNET ON CONSUMER BEHAVIOR : Graduate paper

Prema The American Marketing Association (AMA) ponašanje potrošača se može definirati kao dinamična interakcija spoznaje i čimbenika oružja, koji rezultiraju u ponašanju i razmjeni aspekta života potrošača. Osobni čimbenici, društveni čimbenici i psihološki procesi čimbenici su koji imaju utjecaja na ponašanje potrošača. Nove tehnologije i globalizacija promijenili su primjenu oglašavanja i njegov oblik. Oglasima se nastoji informirati, uvjeriti ili podsjetiti tržište na postojanje marke, te usmjeriti na proces kupnje. Glavnu ulogu u komunikaciji s potrošačima preuzeli su novi mediji oslanjajući se na Internet. Masovnim korištenjem Interneta i njegovim razvojem otvorile su se različite mogućnosti oglašavanja kao što su oglašavanje na tražilicama, banneri, oglašavanje na društvenim mrežama, e-oglasnici. Uz izravno oglašavanje na tražilici ili optimizacijom web-stranice za tražilice, search engine marketing promovira web-stranice na tražilicama tako da ih ističe od drugih rezultata pretraživanja. Izgled bannera prilagođava se ciljnom segmentu, a oni se prema tipu oglasa dijele na klasične banner oglase, pop-up ili pop-under bannere, interstitial oglase, rich media oglase. Osim što imaju veliku bazu korisnika, društvene mreže omogućuju poslovnim subjektima brzo dobivanje povratnih informacija od korisnika. Internet kao medij je značajno utjecao na ulogu i ponašanje potrošača čime su se stvorili novi trendovi i obrasci ponašanja.According to The American Marketing Association (AMA), consumer behavior can be defined as the dynamic interaction of affect and cognition, behavior, and environmental events by which human beings conduct the exchange aspects of their lives. Personal factors, social factors and psychological factors are factors that influence consumers. New technologies and globalization have changed the application of advertising and its form. The ads seek to inform, convince or remind the market of presence of a brand, and focus on the purchasing process. New media have taken the lead in communicating with consumers, relying on the Internet. Mass use of the Internet and its development have opened up various advertising opportunities such as search engine advertising, banners, social media advertising, classified sites. In addition to direct advertising on the search engine or optimization of website for search engine, search engine marketing promotes websites on search engines so that it highlights them from other search results. Appearance of the banners adapts to the target segment, and according to the ad type banners are divided into classic banner ads, popup or pop-under banners, interstitial ads, rich media ads. Except for having a large user base, social networks provide businesses to quickly get feedback from users. As a medium, the Internet has significantly influenced the role and behavior of consumers, creating new trends and patterns of behavior