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Advertising Avoidance Model

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Advertising avoidance online:-
Cho and cheon (2004) model:-
They proposed three antecedents of online avoidance of advertisement:- interruption of tasks, internet sites cluttered with information, and of negative experience in the past with internet.
Fig shows the relationship between three antecedents of advertising avoidance online:- In the given fig: the first antecedent of online advertisement avoidance is perceived goal impedent.it is considered as an important factor as internet (social network, Google) is more task oriented than the traditional media channels like TV. Advertisements like pop up advertisement, distracting advertisement, or the ads which require an immediate attention may force a user to delete that ad because of creating …show more content…

New media (in terms of an ad perspective)
c) To understand the effectiveness of branding through different digital media
e) To study whether or not information overload creates a situation of advertising avoidance or banner blindness

Scope:-
The scope of the project was limited mainly to the youths in the age of:-
a) School going kids (15-18) –they play a major role in influencing their parents to buy a product.
b) College going students (18-25) –they always try to keep themselves updated with time and they believe in strong competition. They have a strong influence of new media in their life.
c) Employed and unemployed (25-33) youths - they are the one who are most concerned about their society, are intellectual and knowledgeable..
Thus mainly youths were considered as the main focused target groups.
Methodology and procedure of work:-
Sampling-
Sampling > respondents
A process of stratified sampling has been used in selecting the sample for the study. It is the process of dividing groups into subgroups for convenience and lessening the task .Specific generalization is not possible from a population which is countless and not enough …show more content…

The research also suggest that when an ad is information overloaded for an individual, then it is accepted at the cost of other expenses. For example if we consider the case of advertisement in an online environment, then banner blindness is taken as the cost of expense. Advertisement avoidance or banner blindness is main aspect which takes place both intentionally and unintentionally due to information overloaded .Missing the importance of the message a brand want to show or deliver through an ad is the main drawback an overloaded information can have and it can indirectly hamper the brand

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