Content dimensions of Web advertising: a cross-national comparison

This research examines advertising on the World Wide Web in the major content dimensions such as creative appeal/strategy used, the amount and type of information contained, and some descriptive characteristics that are unique to the new medium. In an attempt to determine whether and how Web advertising differs across countries of diverse cultures, a content analysis was conducted on a total of 310 Web ads selected from three countries—the US, the UK, and South Korea. The study reveals a prevalent use of the Web by marketers of services. Results also indicate significant cross-national differences in various content dimensions especially among product ads on the Web. Given the research findings, advertising implications for global marketers are discussed along with the limitations of the study. Directions for future research are also suggested.