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An assessment of the World Wide Web as an advertising medium

Authors
Journal
The Social Science Journal
0362-3319
Publisher
Elsevier
Publication Date
Volume
37
Issue
3
Identifiers
DOI: 10.1016/s0362-3319(00)00081-1
Keywords
  • Research Note

Abstract

Abstract This article discusses the World Wide Web as an advertising medium. Historically, the advertising industry has embraced new technologies, as evidenced by the growth of radio and television earlier in the 20th century. The World Wide Web, however, has not developed like other media. Traditional media have been based on an entertainment platform: the Web is almost exclusively an information based medium. This article compares and contrasts the Web with traditional advertising media and identifies five essential dimensions in which it must successfully compete to be considered a viable advertising medium.

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