Web Advertising


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Web Advertising?
How to Measure
How to Classify

With respect to the numerous unique features that distinguish the World Wide Web from other traditional media, the following two aspects should be considered as the main reasons that the Web is a substantial advertising vehicle. First, Web advertising offers marketers and advertisers the ability to make available full-color virtual catalogues by delivering text, graphics, images, audio, and video at the same time (Berthon et al., 1996; Eighmey, 1997). That also means Web advertising single-handedly performs the most distinguished functions of traditional advertising vehicles, such as television, radio, newspaper, and magazine (Atkin et al., 1998).

Secondly, the interactivity of the Web provides advertisers opportunities to identify customers, differentiate them, and customize purchasing and post purchase service. Furthermore, Web interactivity allows customers greater access to companies through customer discussion groups, e-mail, direct ordering, and links to more information (Schumann and Thorson, 1999).



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Last updated: November 29, 2000 | WebMaster and Author: Wonpyo Kang
; copyright 2000 Wonpyo Kang | wpkang@ufl.edu