How do Teenagers in Bahrain Respond to Online Advertising

Abstract

In recent years, advertising has discovered a new forum: the Internet. Billboards are old-fashioned in the face of animation and live, digital streaming. The power inherent in this new advertising tool is hard to measure. And like all new things, it has yet to be perfected. The degree to which Internet advertising actually informs and influences Internet users depends on various factors, especially those that affect recall and recognition capacities. Marketing firms face a slew of questions. What is the most effective viewing mode? Does duration of viewing have significant effect on the success of an ad? How important is ad style, and is it more important than ad content? This study examines these key questions, among others, in an effort to understand which methods of Internet advertising make the greatest impact on the youth in Bahrain.  Results have been surprising in some ways. But one thing holds true: in Internet advertising, as in all advertising, aesthetic appeal plays a crucial role.

Keywords Online advertising, Pop-Up ads, Banner ads, In-Text ads, online ad effectiveness, teenagers attitudes, teenagers attention, teenagers internet usage.