Skip to main content
Article
Netvertising Characteristics, Opportunities and Challenges: A Research Agenda
Int. J. of Internet Marketing and Advertising
  • Yue Pan, University of Dayton
  • George M. Zinkhan, University of Georgia
Document Type
Article
Publication Date
1-1-2004
Abstract
Netvertising, or ''advertising on the internet'', is attracting much attention from advertising and marketing researchers. However, surprisingly little is known about its new features as compared to other forms of advertising and the implications of the new medium for advertisers. Here, we focus on the following issues: the opportunities and challenges associated with internet advertising; the differences of netvertising from other forms of communication; banner ads – the most popular type of netvertising. Applying this framing perspective, we propose a research agenda for the study of netvertising.
Inclusive pages
283 - 299
Publisher
Inderscience Publications
Peer Reviewed
Yes
Keywords
  • netvertising; internet advertising; advertising medium; banner ads; internet marketing
Citation Information
Yue Pan and George M. Zinkhan. "Netvertising Characteristics, Opportunities and Challenges: A Research Agenda" Int. J. of Internet Marketing and Advertising Vol. 1 Iss. 3 (2004)
Available at: http://works.bepress.com/yue_pan/14/