A New Model of Online Advertizing Effectiveness on Customer Responsiveness : A Case of Laptop Companies in Malaysia

Since the emergence of internet in the world, companies found out flexibility, effectiveness, lower cost and advantages of using the internet to transfer and receive huge amount of information. Moreover, the internet as a medium plays an important role in attracting customers. Therefore, accessibility of online ads made this kind of medium more attractive for advertisers compared to other media. We propose that increasing in online advertising effectiveness has considerable impact on brand image that ultimately leads to customer preference toward targeted brand. We believe that consumer behavior, communication and demographic factors which are introduced as online advertising factors affect customer responsiveness including top of mind (TOM) and brand image directly. Results from laptop companies in Malaysia show that increased advertising effectiveness significantly impact customer preference. This link is moderated by factors that are categorized in different stages of product life cycle (degree of information, degree of persuasiveness, and degree of reminder). In continue the ranking method has been used in order to compare three targeted laptop companies. Consequently, proper strategic actions have been proposed based on results obtained from data