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and the video can generate instant brand awareness and many new custom- ers. (Doug C, 2014). 2.8.2 Informativeness Marketing theorists (Ducoffe, Robert F) generally agree that the primary function of advertising is to convey information about products and services to allow consumers to make the best possible purchase decisions. If an ad pro- vides useful, timely and relevant information consumers are more likely to per- ceive the ad as valuable. Specifically, Informativeness refers to the ability of ads to send the information to the targeted consumers (1996). According to Rotzoll and Christians (1989), the main legitimizing function of advertisement in its informational role both in terms of the media outlet and whether it is a good source of product information but also whether the adver- tisement supplies relevant product information. Consumers reported in Bauer and Greyser (1968) study that advertisings ability to supply information is the primary reason for approving of it while other research showed that the adver- tisers’ ability to provide an accurate picture of products is at the core of con- sumer beliefs of benefits (Andrews, 1989). According to Ducoffe (1996), the way that consumers evaluate the experience of processing advertising can be seen as an added source of advertising value. The Internet has already been suggested to become the primary source of information for consumers and as such, the information delivered should encompass qualities such as accuracy, timeless and usefulness (Siau & Shen, 2003). 39PDF Image | YouTube as an advertising platform
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