Juran Kim, Sally J. McMillan
University of Tennessee
Recent studies that applied this dichotomy to both television (Lee, Nam, and Hwang 2001; Morrison and White 2000) and the Web (Hwang, McMillan
, and Lee 2003) found that informational strategies were generally used more often than transformational ones in American advertising and corporate Web sites.
However, the Web sites for high-revenue companies (such as those that could afford to advertise on the Super Bowl) were more likely to use transformational strategies than were those of low-revenue companies (Hwang, McMillan
, and Lee 2003).
Because this model is based on consumers' motivational behaviors, its application is not limited to message strategies in traditional media such as television and magazines and has been successfully applied to the Web (Hwang, McMillan
, and Lee 2003).
(2000) noted some potential challenges in conducting content analysis on Web sites including challenges of sampling (e.g., frequently changing content), unit of analysis (e.g., the number of pages is limitless and varies by domains), and so forth.
Defining the unit of analysis is a unique challenge on the World Wide Web.
(2000) found that many content analysis studies on the Web code the front page or homepage of the site although several researchers (e.g. Macias and Lewis 2003) argued that content analysis on the web should take a more comprehensive approach to defining the unit of analysis.
Other early studies (Hwang, McMillan
, and Lee 2003) have looked at creative strategies on Web sites.
Hwang, Jang-Sun, Sally J. McMillan
, and Guiohk Lee (2003), "Corporate Web Sites as Advertising: An Analysis of Message Strategies and Features among Multiple Product Categories for both Large and Small Companies
," Journal of Interactive Advertising
, 3 (2), (accessed on 10/1/2003).
Sally J. McMillan (Ph.D., University of Oregon) is an associate professor of advertising and public relations at the University of Tennessee.
research focuses on exploring the concept of interactivity, definitions and history of new media, health communication, and the impact of communication technology on organizations and society.
has published research in the Electronic Journal of Communication, Health Communication, Journal of Advertising, Journal of Advertising Education, Journal of Advertising Research, Journal of Computer Mediated Communication, Journal of Interactive Advertising, Journal of Intercultural Communication Research, Journalism and Mass Communication Quarterly, and New Media and Society