Measuring the Effectiveness of Internet Advertising in Jordan (A Field Study)

The aim of the study was to determine whether consumer reactions to website influence their subsequent brandattitude, and to assess whether these websites have an impact on consumers’ attitudes toward Internet advertisingitself. In essence, the current study attempted to measure Internet advertising effectiveness through consumers’reactions to websites. We surveyed a purposive sample of 1231 undergraduate students at four universities inJordan. A questionnaire was designed to test four major hypotheses. The study findings show that most of therespondents said that the website had a positive impact on the recall of brands seen on the Internet, leading toimproving their views of the brand. Besides, it was revealed that consumers who felt that websites improvedtheir perceptions of brands saw more advantages in Internet advertising, but they perceived more disadvantagesas well. Finally, the consumers highly favored advertising in other media, such as TV and magazines. A numberof recommendations were proposed for the formulation of an effective marketing communication strategy