corporate web sites as advertising

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Journal of Interactive Advertising, Volume 3, Number 2, Spring 2003

Corporate Web Sites as Advertising:An Analysis of Function, Audience, and Message Strategy

Jang-Sun Hang

Sall! J" #c#illan

$niversit! of %ennessee at &no'ville

(uio)* +ee

Seong $niversit!, Seoul, &orea

Table of Contents

Abstract Introduction

+iterature

#et)od

esults and Anal!sis

.iscussion

eferences

Appendi' /

Appendi' 2

Abstract

%)e primar! purpose of t)is stud! is to e'plore and e'plain t)e concept of t)e ebsite as corporate advertisement" %)ree coders anal!1ed /0 corporate eb sites"orporate eb sites are able to combine multiple functions suc) as providinginformation and image-building strategies for companies and t)eir brands as ell asdirect and indirect selling functions" orporate eb sites are also able to addressmultiple audiences from a single umbrella site" #essage strategies ere more li*el!to be informational t)an transformational 4 possibl! reflecting t)e information-deliver!potential of t)e eb" In general, )ig)-revenue companies )ad more functions and
http://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#Abstract%23Abstracthttp://jiad.org/vol3/no2/mcmillan/index.htm#Introduction%23Introductionhttp://jiad.org/vol3/no2/mcmillan/index.htm#Literature%23Literaturehttp://jiad.org/vol3/no2/mcmillan/index.htm#Method%23Methodhttp://jiad.org/vol3/no2/mcmillan/index.htm#Results%23Resultshttp://jiad.org/vol3/no2/mcmillan/index.htm#Discussion%23Discussionhttp://jiad.org/vol3/no2/mcmillan/index.htm#References%23Referenceshttp://jiad.org/vol3/no2/mcmillan/index.htm#Appendix1%23Appendix1http://jiad.org/vol3/no2/mcmillan/index.htm#Appendix2%23Appendix2http://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#author%23authorhttp://jiad.org/vol3/no2/mcmillan/index.htm#Abstract%23Abstracthttp://jiad.org/vol3/no2/mcmillan/index.htm#Introduction%23Introductionhttp://jiad.org/vol3/no2/mcmillan/index.htm#Literature%23Literaturehttp://jiad.org/vol3/no2/mcmillan/index.htm#Method%23Methodhttp://jiad.org/vol3/no2/mcmillan/index.htm#Results%23Resultshttp://jiad.org/vol3/no2/mcmillan/index.htm#Discussion%23Discussionhttp://jiad.org/vol3/no2/mcmillan/index.htm#References%23Referenceshttp://jiad.org/vol3/no2/mcmillan/index.htm#Appendix1%23Appendix1http://jiad.org/vol3/no2/mcmillan/index.htm#Appendix2%23Appendix2


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addressed more audiences t)roug) t)eir eb sites t)an lo-revenue companies"Hig)-revenue companies ere also more li*el! t)an lo-revenue companies to usetransformational message strategies" Hoever, no predicted relations)ips ere foundbeteen overall message strateg! and eit)er number of functions at t)e eb site ornumber of audiences served" %)e stud! provides details on application of a relativel!

ne message strateg! model to a uni5ue ne form of corporate advertising 4 t)eorld ide eb"

Introduction

Internet advertising is more t)an banners, buttons, and pop-ups" %)is stud! startsfrom t)e premise t)at t)e corporate eb site can be an e'tension of, or a differentform of, traditional corporate advertising and t)at corporate ebsites can be broadl!defined as Internet advertising"

%)is stud! e'amines literature on t)ree c)aracteristics of corporate advertising 4

function, audience, and message strateg! 4 and e'plores )o t)ose c)aracteristicsare applied in t)e multiple t!pes of corporate eb sites" 6roduct categor! and si1e ofcompan! ere considered in selection of corporate eb sites anal!1ed in t)is stud!to ensure t)at a ide range of functions, audiences, and message strategies couldbe identified"

%)e primar! purpose of t)is stud! is to e'plore and e'plain t)e concept of t)e ebsite as corporate advertisement" 7anners, buttons, and pop-ups ma! more closel!resemble traditional advertising t)an do eb sites" 7ut t)is does not diminis) t)eimportance of t)e corporate ebsite" at)er, t)is stud! ill see* to s)o )o ebsites can build on and e'pand t)e function of corporate advertising"

%)is stud! is an important addition to t)e literature because it s)os )o eb sitesare c)anging bot) t)e t)eor! and practice of advertising" %raditional concerns suc)as function, audience, and message strateg! remain, but issues ma! s)ift in anenvironment )ere mar*eters )ave virtuall! unlimited time and space tocommunicate t)eir messages" 7! e'amining t)e corporate eb site as corporateadvertising t)is stud! ma! provide advertising practitioners it) tools t)at ill )elpt)em to better integrate t)e eb site into t)e mar*eting communication plan" %)estud! also tests a relativel! ne model for defining message strategies and see*s toe'pand advertising-related t)eories to eb-based messages" %)us, findings ma!

also provide researc)ers it) ne tools for anal!1ing eb sites and ne directionsfor t)eor! development"

Literature

Corporate Advertising: Purpose, Audience, and Message Strategy

it) t)e enormous grot) of t)e advertising industr!, corporate advertising )asbecome a significant business activit! it) e'penditures e'ceeding 89 billion as of/99 :7elc) and 7elc) /99;" It is critical for brand managers as ell as corporateadvertising practitioners to understand corporate advertising strategies, because

consumers< *noledge formed from corporate advertising ma! influence t)e a! t)e!t)in* about individual brands t)e compan! mar*ets :7ie)al and S)einin /99=;"


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esearc) on corporate advertising )as e'amined its messages :(arbett /9=3>ot)c)ild /9=?;, its obectives of en)ancing corporate image :Hale! /99> Javagli etal" /99@> Sc)umann, Hat)cote, and est /99/;, and its role in increasing investmentfor brands :Javagli et al" /99@> in*leman /9=> inters /9=;"

orporate advertising :A; pursues several purposes" Sc)umann, Hat)cote, andest :/99/;, in t)eir )istorical revie of A, stated t)at t)e role of A )as c)angedover time" In t)e /90s, A auand 6reble /9==> alt1er /9==;" Issue or advocac! advertisements are designed topromote t)e corporation alt1er /9==;"

Fne obective of A ma! be to persuade an investor to loo* into a compan!


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additional time or space in media ve)icles" In fact, li*e )!brid advertising, man!corporate eb sites contain information about t)eir products and services as ell asmessages t)at focus on bot) corporate image and issues"

#an! features of t)ese corporate eb sites reflect t)e obectives of corporate

advertising detailed above" Dor e'ample, some eb sites contain menu items forinvestor information t)at lead to information targeted to stoc*)olders and ot)erinvestors" A career menu item often leads to information targeted at prospectiveemplo!ees" Deatures suc) as t)ese ma! satisf! t)e obective of en)ancingrelations)ips it) various sta*e)olders" Ft)er parts of t)e eb site provideinformation andGor branding for t)e compan! and its products"

%)e corporate eb site adds an important functionalit! t)at is not often available intraditional corporate advertisingE sales" #an! corporate eb sites combineadvertising messages and distribution c)annels" Additionall!, t)e eb offers a uni5ueopportunit! to combine multiple message t!pes targeted to multiple sta*e)olders t)at

as simpl! not possible )en corporate advertisers ere limited b! t)e constraints oftime and space available in traditional media" %)us, t)e eb )as t)e potential tobuild on and e'pand t)e opportunities for corporate advertising"

Dinall!, t)e nature of corporate eb sites mig)t be influenced bot) b! productcategor! and compan! si1e" In)erent c)aracteristics of product categories are acritical factor affecting message strategies because t)e consumer andpour, )ang, andatalano /992;, no studies ere found t)at e'amined message strategies of eit)ercorporate advertising or corporate eb sites" )ile t)e purposes of corporateadvertising are often 5uite different from t)ose of brand advertising, basic principlesof message strateg! appl! to bot) t!pes of advertising" %o provide a frameor* foranal!sis of corporate eb sites, more detail is provided )ere on t)e concept ofmessage strateg!"

Advertising strateg! is about B)at to sa!C )ile advertising tactics address t)e actualimplementation of t)e message :Delton /99@;" #an! studies use t)e terms messagestrateg! and creative strateg! interc)angeabl!" Hoever, some researc)ers :Dra1er

/9=3> +as*e!, .a!, and ras* /9=9> %a!lor /999; )ave distinguis)ed t)e to termssuggesting t)at t)e term message strateg! focuses on t)e concept of B)at to sa!C


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)ile creative strateg! incorporates bot) B)at to sa!C and B)o to sa! it"C %a!lor:/999; defined message strateg! as Ba guiding approac) to a compan!


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%a!lor


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Metod

ontent anal!sis offers a met)od for e'amining manifest content of messages and isan ideal tool for t)e current stud! t)at e'amines corporate eb sites" %raditionall!,content anal!sis is primaril! a 5uantitative met)od but it re5uires some 5ualitative

anal!sis as ell :7erelson, /92> Stern, /9=9;" esearc)ers generall! need todevelop t)eir on coding sc)eme for anal!1ing content, alt)oug) sometimesresearc)ers can adopt e'isting coding sc)emes establis)ed b! t)eir peers" Humanintuition can intervene in t)e process of developing coding sc)emes" Alt)oug) allresearc) is subect to some )uman intuition, t)e process of content anal!sis allosrelativel! more room for t)e researc)er


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provides a good opportunit! to observe )o eac) compan! reacts to a sociall!critical p)enomenon" %)is is )at traditional corporate advertising also does it) aform of issue advertising as previousl! described"

%)ree researc)ers )o are familiar it) %a!lor


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to t)eir )ome pages t)an ere lo-revenue companies" eb sites created b! )ig)-revenue companies ere also muc) more li*el! to respond to t)e September //traged!"

%)e smallest differences beteen )ig)- and lo-revenue companies ere found in

terms of )o t)e! eit)er directl! or indirectl! facilitated sales" %)is ma! suggest t)atcompan! si1e is not muc) of a relative advantage in terms of abilit! to do businessonline" %)is possibilit! is furt)er supported b! one of t)e significant findings reportedin %able 2 t)at is not in t)e direction predicted b! )!pot)esis /a 4 lo-revenuecompanies ere more li*el! t)an )ig)-revenue companies to include indirecttransaction information" An e'ample ould be information about )ere to purc)asegoods and services in a particular area"

Table )( Functions by $evenue of Co!panies

#ost numbers in t)e )ig)Glo revenue columns above represent percent of sites t)atincluded a specific function :e"g" =?"O of )ig)-revenue sites included basiccorporate information;" Hoever for t)e bold face categories :e"g" ommunicationabout t)e ompan!; t)e numbers in t)e cells are t)e mean number of functions int)e categor! :e"g" )ig)-revenue sites )ad an average of 2"0@ ommunication aboutt)e ompan! functions;"

H!pot)esis /b predicted t)at eb sites utili1ing informational strategies ould )avemore functions t)an t)ose utili1ing transformational strategies" %)e mean number of

functions :combining all items coded for communication about t)e compan!,communication about t)e brand, and sales functions; for informational strategies as


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3"99 and t)e mean number of functions for transformational strategies as @"/3, butt)is difference as not significant :D P "2, p Q "0;" %)us )!pot)esis /b as notsupported"

Audiences

H!pot)esis 2 predicted t)at corporate eb sites ould )ave messages targeted formultiple audiences from t)e same umbrella site" %able 3 s)os t)is )!pot)esis assupported" #ost sites )ad lin*s targeted to to or more audiences" %)e mostcommon audiences addressed b! t)ese eb sites ere consumers, businesspartners, and emplo!ees"

Table *( Audiences addressed

H!pot)esis 2a predicted t)at )ig)-revenue companies ere li*el! to target moreaudiences t)an ere lo-revenue companies" %)is )!pot)esis as supported it)eb sites from )ig)-revenue companies )aving lin*s to an average of 3"/3audiences )ile t)ose created b! lo-revenue companies lin*ed to an average ofonl! /"3 audiences :D P 2"@0?, p R "00/;" As illustrated in %able @, t)e largestdifferences ere found in investor, communit!, and emplo!ee relations" No lo-revenue companies )ad government relations lin*s )ile onl! ?" percent of )ig)-revenue companies )ad suc) lin*s"

Table +( Audiences by $evenue of Co!panies


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H!pot)esis 2b predicted t)at eb sites using informational strategies ould )avemore audience lin*s t)an ould t)ose using transformational strategies"Informational sites lin*ed to an average of 2"@ audiences> transformational siteslin*ed to an average of 2"30 audiences" %)is difference as not significant :D P "9,p Q "0;> )!pot)esis 2b as not supported"

Message Strategy

H!pot)esis 3 predicted t)at informational strategies ould dominate eb sites" %able s)os support for t)is )!pot)esis" Nearl! to t)irds of sites are based oninformational strategies )ile onl! about one t)ird of t)e sites are based ontransformational strategies" %)e prevalence of informational strategies isunderstandable because t)e eb re5uires more vieer involvement t)an traditionalmedia suc) as television" In fact, most vieers enter corporate )omepages ver!intentionall!" Additionall!, one of t)e most fre5uent motives users )ave for eb use isBinformation searc)C or Bresearc)C :Strauss and Drost /999;"

Table ( -Transfor!ational . Infor!ational/ 0istribution of Corporate Web Sites

H!pot)esis 3a predicted t)at )ig)-revenue companies ould be more li*el! t)an lo-revenue companies to utili1e transformational strategies" Ff t)e sites t)at utili1ed atransformational strateg!, 9"/O ere )ig)-revenue companies and onl! 30"9O ere

lo-revenue companies :)i-s5uare P //"@/, p R"0/;" %)us, )!pot)esis 3a assupported" Specificall!, ego and social strategies ere preferred b! )ig)er-revenuecompanies, )ile t)e routine strateg! as prevalent in t)e eb sites of loer-revenue companies as s)on in %able "

Table 1( Message Strategies by Co!pany $evenue


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%able = addresses t)e second researc) 5uestion as it illustrates differences inmessage strateg! based on product categor!" #essage strategies varied some)at

b! product categor!" Specificall!, t)e t)ree transformational message strategies :ego,social, and sensor!; s)oed significantl! different distributions across productcategories" %)e ego strateg! as most often found in t)e lot)ing and Dootearproduct categories" %)ese categories often use ego appeals in t)eir traditionaladvertising as ell" %)e social strateg! as most li*el! to be found in t)e +ifeInsurance categor!" %)is finding as strongl! influenced b! t)e social-basedmessages related to t)e September // traged! found on man! :// of 20; of t)e +ifeInsurance sites" %)e sensor! strateg! as most li*el! to be emplo!ed in t)e oo*iesand Hotel L #otel categories" oo*ie sites often appeal to t)e taste or smell )ereasHotel L #otel eb sites often stimulate t)e sig)t"

Table 3( Message Strategies Across Product Categories


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0iscussion

Su!!ary

%)is stud! e'plored corporate eb sites< functions, audiences, and messagestrategies" #ost of t)e )!pot)eses ere supported" %)e stud! provides strongevidence t)at t)e corporate eb site can fulfill man! of t)e functions of corporateadvertising"

Durt)ermore, it) t)e virtuall! unlimited time and space a eb site enables, multipleaudiences can be addressed at a single site" %)e information-driven nature of t)eeb as reflected in t)e dominance of informational message strategies"

)ile )ig)-revenue companies ere generall! able to provide more functionalit! att)eir eb sites t)an ere lo-revenue companies, t)ere is some evidence t)at t)eeb could actuall! )elp to level t)e pla!ing field for smaller companies" (enerall!,lo-revenue companies ere able to come fairl! close to )ig)-revenue companies in

t)e number of sales-related functions t)e! provided" %)is ma! suggest t)at smallcompanies are more focused on using t)e eb as sales tools t)en are t)eir larger


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competitors" In particular, lo-revenue companies seem to be doing a better ob t)an)ig)-revenue companies of providing eb-based information about )o to dobusiness it) t)em" Dor e'ample, man! lo-revenue companies providedinformation about )ere to find t)eir retail locations"

Hig)-revenue companies also ere more li*el! to appeal to multiple different *inds ofaudiences t)an ere lo-revenue companies" %)is is intuitivel! logical because )ig)-revenue companies ill generall! )ave more sta*e)olders t)an lo-revenuecompanies" Hig)-revenue companies are more li*el! to be publicl! oned )ic)could easil! e'plain t)e fact t)at one of t)e biggest differences in audiences as t)at"3O of )ig)-revenue companies include investors as an audience )ile onl! ="9Oof lo-revenue companies targeted investors"

As s)on in %able @, even in t)e area of audiences t)ere is some evidence t)at t)eeb mig)t provide opportunities for smaller companies to compete more effectivel!it) t)eir larger competitors" %)e audience it) t)e smallest difference beteen )ig)-

revenue and lo-revenue companies as business partners" %)is is consistent it)t)e trend noted for lo-revenue businesses to use t)e eb as an indirect selling tool"Some of t)e smaller +ife Insurance compan! sites provide an interesting e'ample of)o t)ese to trends complement eac) ot)er" A site mig)t provide consumers it)information about )o to contact local agents of a small insurance firm" %)e sitemig)t also provide lin*s t)at enable t)ose agents to sta! current on t)e offerings oft)e small compan!" %)us, using t)e eb to build and support netor*s ofindependent agents, small companies can provide man! of t)e same services ast)eir larger competitors and often )ave a price advantage because t)e! )avereduced over)ead b! doing muc) of t)eir business virtuall!"

%)e lac* of support for )!pot)eses /b and 2b suggests message strateg! is notclosel! related to number of functions or number of audiences addressed b! a ebsite" %)ese to )!pot)eses ere based on t)e idea t)at an informational strateg!mig)t be driven b! t)e need to inform multiple audiences andGor support multiplefunctions" Hoever, t)e findings are not surprising because bot) functions andaudiences are potentiall! more enduring t)an message strateg!" A compan! ma!c)oose to c)ange message strateg! as part of a ne advertising campaign, but t)atis not li*el! to c)ange t)e number or t!pe of audiences it addresses" S)ifts inaudience ould reflect a maor organi1ational c)ange suc) as becoming a publiccompan! and adding an investor audience" Similarl!, s)ifts in t)e basic functions

identified in t)is stud! represent large organi1ational issues" .ecisions to sell onlineare often tied to long-standing distribution agreements t)at cannot be c)anged aseasil! as can advertising campaigns"

Dindings related to )!pot)esis 3a found message strateg! is related to compan! si1e"Specificall!, )ig)-revenue companies are more li*el! to use ego and social strategiest)an are lo-revenue companies" %)ese strategies ma! or* best )en t)ere isalread! a relativel! )ig) level of corporate or brand aareness" Investing in brandbuilding is a long-term strateg! t)at is often not available to smaller companies t)atmust focus more on reac)ing s)ort-term sales goals in order to survive" %)e )ig)number of lo-revenue sites t)at used t)e routine strateg! ma! reflect lac* of

attention to brand building among t)ese companies" #an! of t)ese sites ere littlemore t)an a corporate or brand logo it) minimal te't and lin*s for various functions


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and audiences" Suc) a la!out reflects a strong tactical focus it)out muc) strategicunderpinning"

Kven t)oug) )ig)-revenue companies generall! use transformational strategies moret)an lo-revenue companies do, %able reveals one interesting trend t)at s)ould be

e'plored in more detail" +o-revenue companies actuall! used t)e sensor! approac)more t)an )ig)-revenue companies 4 even t)oug) t)e difference as not statisticall!significant" Again, t)is mig)t reflect more tactical t)in*ing rat)er t)an true strategicmessage planning" Dor e'ample, lo-revenue food companies mig)t )ave simpl!selected a sensor!-based strateg! it)out t)in*ing of ot)er a!s to effectivel!communicate t)eir messages" 7! contrast, some of t)e )ig)-revenue foodcompanies utili1ed ego and social strategies t)at ere more focused on buildingproduct andGor t)e compan! image t)roug) long-term branding efforts"

%)e routine strateg! of %a!lor


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strateg! :in fact t)e most common message strateg! for bot) of t)ese productcategories as routine;" %)is suggests t)at eb site developers )ave a great deal offle'ibilit! in determining )at strategies to use for ma*ing t)e corporate eb site aneffective advertising venue" Hoever, t)ere is some evidence t)at t)e simple t!pe ofroutine strategies described earlier can often be a *ind of Bcrutc)C for lo-revenue

companies t)at do not spend t)e time or creative effort to develop a solid messagestrateg!"

%)e stud! also )as implications for researc)ers" 6er)aps most significantl!, itconfirms t)e notion t)at t)e corporate eb site can be considered to be a form ofadvertising" It fulfills man! of t)e purposes of corporate advertising and allos t)emar*eter to address multiple audiences" Drom a researc) and t)eor! perspective t)is)as broad implications ranging from identif!ing t)e corporate eb site as a validvenue for t)e stud! of advertising to t)e possible need to redefine advertising itself"7anners, buttons, and pop-up messages are Bli*eC traditional advertising becauset)e! are messages placed in a medium b! a mar*eter it) t)e intent of reac)ing a

specific audience" %)e entire corporate eb site is a mar*eter-controlled messaget)at doesn


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perceptions of eb sites" Suc) 5ualitative researc) could also e'plore )at *inds ofmotivation arise from specific content and features"

%)e fact t)at multiple functions and audiences are accommodated at a single ebsite as ell as t)e realit! t)at multiple message strategies are usuall! emplo!ed in a

single eb site ma*es content anal!sis of corporate eb sites ver! demanding" %ograsp t)e overall picture of eac) eb site, more or* ma! be needed to develop aneffective coding sc)eme it)out undermining intercoder reliabilit!, a fundamental ruleof t)e content anal!sis" Fne solution is to let a t)ird person )o is familiar it) t)estud! intervene in t)e coding stage as #orrison and )ite :2000; did" Anot)er a! tosolve t)is problem is to )ave detailed discussion of disagreements beteen coders"

Nevert)eless, t)is stud! can give some )elpful insig)t for corporate advertisers asell as researc)ers )o are interested in Internet advertising" %)e eb does seemto provide a venue for t)e primar! functions of corporate advertising and it enablescompanies to address multiple audiences" Hig)-revenue companies currentl! seem

to be utili1ing t)e eb as a venue for corporate advertising more t)an lo-revenuecompanies do, but t)ere is evidence t)at t)e eb can )elp level t)e pla!ing field forsmaller competitors" In t)e sites e'amined for t)is stud!, informational approac)esdominate message strateg!, but some companies are using transformationalapproac)es" %ec)nological development ma! influence future strateg! development"Dor e'ample, t)e sensor! strateg! mig)t need more advanced tec)nologies, )ic)can stimulate visitors< five senses" 7ut even it)out tapping future potentialtec)nologies, t)is stud! s)os t)at t)e eb is a viable and robust forum forcorporate advertising"

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amaprasad, J!oti*a and &a1umi J" Hasegaa :/992;, Breative Strategies inAmerican and Japanese %V ommercialsE A omparison,C Journal of Advertisingesearc), JanGDeb, 9-?"

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eid, +eonard N", onald +ane, +eila S" ent)e, and Ftto " Smit) :/9=;,

Breative strategies in )ig)l! creative domestic and international televisionadvertising,C International Journal of Advertising, @ :/;, //-/="


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ot)c)ild, #ic)ael +" :/9=?;, Advertising, +e'ington, #AE Heat)"

Sc)umann, .avid #", Jan #" Hat)cote, and Susan est :/99/;, BorporateAdvertising in AmericaE A evie of 6ublis)ed Studies on $se, #easurement, andKffectiveness,C Journal of Advertising, 20 :3;, 3-"

Set)i, S" 6ra*as) :/9?=;, BInstitutionalGImage Advertising and Idea G Issue Advertisingas #ar*eting %oolsE Some 6ublic 6olic! Issues,C Journal of #ar*eting, @3 :Januar!;,9-?="

Stanton, illiam J" :/9@;, Dundamentals of #ar*eting, Ne Mor*E #c(ra-Hill"

Stern, 7arbara 7" :/9=9;, B+iterar! riticism and onsumer esearc),C Journal ofonsumer esearc), / :.ecember;, 322-33@"

Strauss, Jud! and a!mond ." Drost :/999;, #ar*eting on t)e InternetE 6rinciples of

Fn-+ine #ar*eting, 6aramusE 6rentice-Hall"%a!lor, onald" K" :/999;, BA Si'-Segment #essage Strateg! )eel,C Journal ofAdvertising esearc), 39 :;, ?-/?"

alt1er, Herbert :/9==;, Borporate Advocac! Advertising and 6olitical Influence,C6ublic elations evie, /@ :/;, @/-"

ells, illiam ." :/9=0;, Ho Advertising or*s, )icagoE Need)am Harperorldide"

in*leman, #ic)ael :/9=;, Borporate Advertising,C 6ublic elations Journal, @2:.ecember;, 3=-39

inters, +eis " :/9=;, B%)e Kffect of 6roduct Advertising on ompan! ImageEImplications for orporate Advertising,C Journal of Advertising esearc), 2:AprilG#a!;, @-9

andpour, Dred, !press )ang, and Joelle D" atalano :/992;, BStories, S!mbolsand Straig)t %al*E A omparative Anal!sis of Drenc), %aianese, and $"S" %Vommercials,C Journal of Advertising esearc), 32 :/;, 2-3="

Appendi4 '( 5 Coding Sce!e

/" #essage Strateg!


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2" eb Deatures :)ec* All %)at Appl!;

3" Notes

Appendi4 )(. Coder 6uide

/" #essage Strateg!

(eneral directionE #ainl! e'amine t)e main visual and te'ts but lin*s includingbuttons" %o get consistence, code t)e specific strateg! :a; first folloed b! overallstrateg! :b;"

a" Specific #essage Strateg!


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b" InformationalG %ransformational Strateg!

(eneral directionE %)is five-point scale needs to get some)at 5ualitative sense" %)edecision needs to be made strongl! based on t)e result of specific message strateg!:/-a;" Dor e'ample, if no transformational strateg! :e"g", Kgo, Social, sensor!; isfound in t)e precedent step of /-a, t)e decision on t)is item s)ould be eit)er

Belativel! informationalC or BKntirel! informational"C If t)e coder evaluate t)at bot)transformational-side strateg! and informational-side strateg! are almost e5uall!emplo!ed, B7ot) transformational and informationalC s)ould be coded" 7ot) Bentirel!informationalC and Bentirel! transformationalC can be coded )en all specificstrategies coded in /-:a; are one-side :eit)er transformational or informational;strategies" :7asic assumptionE Si' message strategies can cover all messagestrategies";


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2" eb Deatures of orporate Sites

About te Autors

7ang5Sun %"ang is a doctoral candidate in t)e .epartment of Advertising at %)e$niversit! of %ennessee at &no'ville" His academic interest is consumer be)avior on


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t)e eb it) 5ualitative researc)"Sally 7( McMillan :6)"., $niversit! of Fregon; is an Assistant 6rofessor ofadvertising at t)e $niversit! of %ennessee" He researc) focuses on e'ploring t)econcept of interactivit!, definitions and )istor! of ne media, and impacts ofcommunication tec)nolog! on organi1ations and societ!"

6uio# Lee :6)".", $niversit! of %ennessee-&no'ville; is an Assistant 6rofessor ofommunication Art at Seong $niversit!, Seoul, &orea" Her researc) interests focuson advertising message strateg!, cross-cultural advertising, and t)e social roles ofadvertising"

$+E iad"orgGvol3Gno2Gmcmillanop!rig)t T 2003 Journal of Interactive Advertising

corporate web sites as advertising

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