Survey of Relation between Users' view towards Websites and Internet Advertising Effectiveness

The purpose of the present study was to test four hypotheses regarding the effects of viewing websites on internet advertising. A sample of 289 postgraduate students of Shiraz University was asked to fill out the research questionnaire. They were asked to recall brand names seen on the internet to describe perceived advantages and disadvantages of online advertising and to recall ads encountered in all media and whether they liked them or not. Findings show that visiting websites increase aided recall of brands seen on the internet and to improve users' views of the brand. Users who had a positive view saw more advantages in web advertising but they perceived more disadvantages as well. Finally, the sample users appeared to like TV advertising more than internet advertising. The findings present a complex picture of internet advertising which will be useful for online advertisers.