Mittwoch, 07. Dezember 2016


  • Pressemitteilung BoxID 135973

The influence of advertising on user awareness

(lifePR) (Vienna, ) Fashionoffice has focused its promotion on editorials from 2009 by running 4 million contacts in 5 months. The effect: Google Analytics tracks not one of the promoted articles as the most viewed. This statistical fact is caused by the predominant interest of users for especially 6 editorial articles from the years 2000-2008 concerning activities of Chanel, Triumph International, Calvin Klein, Make up For Ever, the artist Vanessa Beecroft, and the theme 'film costume/women in film noir'. Significantly the same pages rank over 5 months on Google Analytics in the highest positions and can not be overrun - not even by articles that are promoted on Google Admanager.

Advertising online as well as the view on reality is influenced strongly by the 'Memorized Data'-effect

By comparing the high ranking pages from July, August, September, October and November 2009, Fashionoffice demonstrates that the 'memorized' articles from former years gain more attention by the internet and its users than most current content. And this despite the fact that new content is massively promoted on RSS Feeds, Mobile Sites, Trendletters, editorial teasers in the advertising slots, as well as through online and offline advertising. In numbers: during the last month, solely the inventory pages (these are the pages that run with more than 90% teasers for new articles on Fashionoffice) had been delivered 798.000 times (Quantcast). In these numbers (>90% of 798.000 in 1 month) the contacts through RSS Feeds, Trendletters, Mobile Site and advertising on exterior media are not included. More than 4 million contacts during the last 5 months haven't changed the monthly statistics delivered by Google Analytics for high ranking pages. The most read articles on Fashionoffice tracked by Google Analytics are:

/culture/2008/chanel5-2008.htm
/triumph/2006/winner11-2006.htm
/culture/beecroft10-2003.htm
/film/cost1e.htm
/cosmetics/2008/makeupforever10-2008.htm
/fragrance/calvinklein10-2005.htm

Details: Fashionoffice's high ranking pages in November 2009.

Reliability of the data: Fashionoffice's technological premises are common practise

From the start (early 2006) and through the years of monitoring traffic and its effects on rankings in search engines by using measurements of third-parties (Google, MSN, Alexa...), Fashionoffice has checked constantly together with official authorities for internet security and administration the reliability of the data delivered by the server of Fashionoffice.org. For example: the significant expansion of user traffic from Pakistan on the domain fashion.at was reported as suspected domain abuse on 30 October 2009 to Globat.com (Hosting Provider), Nic.at (Austrian Registry), and CERT.at (Computer Emergency Response Team Austria). On 3rd Nov, the Austrian CERT has affirmed that the technical premises for the measurements are reliable. The domain fashion.at is free of abuse. Details: Fashionoffice's traffic sources in November 2009.

CERT mentioned some reasons for the domain's popularity boom during October 2009 in Pakistan:

-In Pakistan are many price dumping textile manufacturers who are on the search for inspiration and models for re-cutting. High traffic from Indonesia and Vietnam would fit to this assumption, argued CERT.
-Probably other fashion sites have been censored in Pakistan.
-Or, another popular media has referred to fashion.at.
-Probably one page has become so popular that it was sent by email.

The consequences: Online reality is constructed of unprogressive data

Editorial media are opinion makers and cultural chroniclers. Therefore, they have ever been used to conserve historical memory and build contemporary consciousness. "In times of a media like the internet this important function is obviously grounded on unprogressive data that causes a 'reactionary' view on today's world, users - private and business - have to get aware how the reality is constructed online. The memorization of data has become already a bias in our 'real' world. The democratic process of building opinions has to be monitored and analyzed by the appropriate sciences with the aim to elaborate new communication theories based on these new aspects of the media reality of today," Dr. Karin Sawetz, publisher Fashionoffice.org. Details: The 'Memorized-Data'-hypothesis.

The opening of the academic research program

Caused by the last years extended research investment into qualitative & quantitative studies about effects of online media on trends and the continuing significant - sometimes alarming - results of third-party statistic programs, the NPO & NGO Fashionoffice.org has opened its academic research program for supporting partners in October 2009.

Fashionoffice's research output is published as journalistic work

Fashionoffice was founded by media and fashion scientists in 1995. The research focuses on socio-cultural themes in fashion and media by monitoring global aesthetic norms and symbols in their common versus their differentiating aspects and potentials beyond national and cultural borders.

Get more information about the magazine's history and its founders on sawetz.com.

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