ANNOTATED BIBLIOGRAPHY

Acatrinei, C. (2015). A qualitative research regarding the online advertising formats used by
Romanian companies. Vasile Goldis, 25(3), 23-34. doi:10.1515/sues-2015-0019

Acatrinei, a lecturer of Online Marketing at the Bucharest University of Economic Studies, deliberately
analyzes various online advertising formats that are prevalent in digital advertising agencies in Romania,
namely search advertising, display advertising, video advertising, social media advertising, email
advertising, sponsorship, lead generation or affiliate marketing, and mobile advertising. The authors aim
is to examine the efficacy and relevance of the online advertising formats by interviewing 12 specialists.
The comprehensive interviews transpired in February-March 2015. Along with the online advertising
formats used by Romanian companies, the professionals also discussed their standpoints about online
advertising in general, which can be found in another research paper, Remarks about Online Advertising
- A Qualitative Research among Romanian Professionals (Acatrinei, 2015). Although the study focuses
on Romanian organizations, most of the advertising experts communicate in English. Hence, it can still be
useful to our current research because it gives an in-depth breakdown of the different forms of online
advertising.

Draganska, M., Hartmann, W. R., & Stanglein, G. (2014). Internet versus television advertising:
A brand-building comparison. Journal of Marketing Research, 51(5), 578-590.
doi:10.1509/jmr.13.0124

In this article, Draganska et al. address the notion that television advertising is considered the principal
tool to endorse products. The authors establish that internet advertisements function in the same level as
television advertisements on the basis of brand-building metrics. They conducted brand-message surveys
to compare the two advertising tools. Furthermore, brand-message recall measurements were used to
supplement their research. The authors discover that brand knowledge prior to the survey is a crucial
element of their research because the viewers of internet advertisements have less pre-existing brand
knowledge as compared to the people who watch television advertisements. Taking this factor into
consideration, the authors conclude that the effectiveness of internet and television advertisements are
substantially analogous. This study is a more generalized version of Logans And now a word from our
sponsor: Do consumers perceive advertising on traditional television and online streaming video
differently? (2013) as the aforementioned focuses on a specific age group. Moreover, this is significant
in our research for it gives an overview of the ability of internet and television advertisements to influence
consumers brand preferences which we will also be assessing.

Li, H. & Lo, H. (2014). Do you recognize its brand? The effectiveness of online in-stream video
advertisements. Journal of Advertising, 44(3), 208-218.
doi:10.1080/00913367.2014.956376

Li and Los study focuses on digital video advertisings impact on consumers. With Youtube as the
stimulus, they made use of different online videos and their corresponding in-stream advertisements. The
authors evaluated factors such as an advertisements length, positioning, and context congruence by using
data gathered in a laboratory experiment. Their analysis suggests that the longer the advertisement, the
better the brand awareness. Additionally, due to attention slipover, mid-run advertisements that are
connected to the video content are more effective in comparison with pre-run and post-run
advertisements. Contrarily, post-run advertisements work better in cases where the advertisement is
unrelated to the video content. Its main limitation is the limited length of the chosen videos (less than 5
minutes). A videos duration may essentially affect the effectiveness of its particular in-stream
advertisement. Further research can be conducted to test its effect on longer video programs. The article is
relevant to our research for it provides additional information on the brand recognition of a definite online
advertising format.

Logan, K. (2013). And now a word from our sponsor: Do consumers perceive advertising on
traditional television and online streaming video differently?. Journal of Marketing
Communications, 19(4), 258-276. doi: 10.1080/13527266.2011.631568

In this research, Logan identifies consumers impressions of advertisements viewed in traditional

television and advertisements that occur in online streaming television. The author conducts online
interviews to determine how young adults in the ages of 18-34 differentiate between the two advertising
mediums. The article conveys that the viewers of online streaming television are more hostile, and online
streaming television advertisements are considered intruders instead of subsidiaries. In spite of the online
streaming television environment being regarded as the more creative means of advertising, the author
concludes that entertainment value does not necessarily influence consumer feedback. With this, the
advertisers of online streaming television must give its intended market greater control over the
advertisement; i.e. power to select the products to be publicized in a certain site. The article is useful to
our research as it gives us an idea with regards to a specific age groups perception of both traditional and
online streaming television advertisements.

Tutaj, K. & van Reijmersdal, E.A. (2012). Effects of online advertising format and persuasion
knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5-18.
doi:10.1080/13527266.2011.620765

Tutaj and van Reijmersdal, graduate of Research Master Communication Science and postdoctoral
researcher at the University of Amsterdam respectively, assess the implications of the notable types of
online advertisements, particularly sponsored ads and banner ads. According to the findings in the
experiment, sponsored ads are deemed to be more entertaining, more insightful, and less bothersome.
Components of persuasion knowledge, including the awareness of an advertisers persuasive intent and
consumer skepticism with respect to audience reactions are also evaluated. The result reveals that banner
ads are more exposed to the forenamed elements. The article is relevant to our current study as it
contributes supplementary knowledge on the two well-known online advertising formats. The authors
specify the need for additional research concerning a wider scope and variety of online advertising
formats, such as website publicity, pop-ups, and advergames to further help marketers, advertisers, and
policy makers in measuring the effectiveness of each.