Netvertising Characteristics, Opportunities and Challenges: A Research AgendaInt. J. of Internet Marketing and Advertising
AbstractNetvertising, 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 pages283 - 299
- netvertising; internet advertising; advertising medium; banner ads; internet marketing
Citation InformationYue 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/