publication . Bachelor thesis . 2009

Key Success Factors in Internet Advertising

Papadopoulos, Symeon;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Blekinge Tekniska Högskola, Sektionen för management
  • Country: Sweden
Abstract
Internet advertising (also known as online advertising) is the delivery of advertising messages and marketing communications through the Web. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the “traditional” banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agencies to car manufacturers and retailers, and it is thus gradually gaining attention in the context of marketing communications strategy planning and implementation. However, t...
Subjects
free text keywords: online advertising, online user activity, user cognitive mode, advertising effectiveness, brand recall, priming study, social context
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