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| Author: | Bush, A. Bush, V. Harris, S. |
| Title: | Advertiser perceptions of the Internet as a marketing communications tool |
| Journal: | Journal of Advertising Research
1998 : APR, VOL. 38:2, p. 17-28 |
| Index terms: | ADVERTISING MARKETING INTERNET |
| Language: | eng |
| Abstract: | While a growing number of companies are interested in developing an Internet presence, there is still a great deal of confusion about it and what this new medium has to offer to the advertising community. The purpose of this study is to gain preliminary insights into advertisers' perceptions of the Internet and, hopefully, assist companies in understanding and using the Internet more effectively. This paper presents the results of a national sample of advertisers concerning perceptions of the Internet as a marketing tool. |
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