Comparing the effectiveness of Internet advertising to other IMC mix components.
Within the last two years, the Internet registered the most rapid growth (i.e., ad revenue, number of users using the medium etc) among media, followed by an abrupt withdrawal of investments as criticisms built up. To better conceptualize its impact, this research positions Internet advertising as a...
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sg-ntu-dr.10356-76842024-01-12T10:14:59Z Comparing the effectiveness of Internet advertising to other IMC mix components. Tan, Dai Shij. Nanyang Business School DRNTU::Business::Advertising::Advertising method Within the last two years, the Internet registered the most rapid growth (i.e., ad revenue, number of users using the medium etc) among media, followed by an abrupt withdrawal of investments as criticisms built up. To better conceptualize its impact, this research positions Internet advertising as a component of the Integrated Marketing Communications (IMC) mix. Master of Business 2008-09-18T07:49:38Z 2008-09-18T07:49:38Z 2002 2002 Thesis http://hdl.handle.net/10356/7684 en Nanyang Technological University 127 p. application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| language |
English |
| topic |
DRNTU::Business::Advertising::Advertising method |
| spellingShingle |
DRNTU::Business::Advertising::Advertising method Tan, Dai Shij. Comparing the effectiveness of Internet advertising to other IMC mix components. |
| description |
Within the last two years, the Internet registered the most rapid growth (i.e., ad revenue, number of users using the medium etc) among media, followed by an abrupt withdrawal of investments as criticisms built up. To better conceptualize its impact, this research positions Internet advertising as a component of the Integrated Marketing Communications (IMC) mix. |
| author2 |
Nanyang Business School |
| author_facet |
Nanyang Business School Tan, Dai Shij. |
| format |
Theses and Dissertations |
| author |
Tan, Dai Shij. |
| author_sort |
Tan, Dai Shij. |
| title |
Comparing the effectiveness of Internet advertising to other IMC mix components. |
| title_short |
Comparing the effectiveness of Internet advertising to other IMC mix components. |
| title_full |
Comparing the effectiveness of Internet advertising to other IMC mix components. |
| title_fullStr |
Comparing the effectiveness of Internet advertising to other IMC mix components. |
| title_full_unstemmed |
Comparing the effectiveness of Internet advertising to other IMC mix components. |
| title_sort |
comparing the effectiveness of internet advertising to other imc mix components. |
| publishDate |
2008 |
| url |
http://hdl.handle.net/10356/7684 |
| _version_ |
1789482991135752192 |