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| Author: | Rupp, W.T. Smith, A.D. |
| Title: | Challenges associated with Web-based strategies: Implications for electronic advertising |
| Journal: | Journal of Internet commerce
2003 : VOL. 2:3, p. 65-86 |
| Index terms: | Advertising Marketing Electronic commerce Strategy |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | As the Internet diffuses into the economy and firms adopt web advertising (here as: web a.), firms have a need to understand current customer trends towards technology. Web a., only 6 to 8 years old, is in its infancy and may not be fully understood by many advertisers. This paper suggests a deconstruction of web a's value chain that may lead to answers for advertiser-which may lead into question several standard methods of evaluating Web a., such as banner ads and intrusive pop-ups. The current challenges faced by the industry will cause Web-based advertising agencies to improve the ads they develop, and Web-based ads in the future promise to become more dynamic, interactive, and targeted. Major obstacles to overcome in the world of Web a. include methods of measuring ad performance and the ethical issues associated with the gathering of customer information on the Web. |
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