Comparing the effectiveness of Internet advertising to other IMC mix components.

• Main Author: Tan, Dai Shij.
• Other Authors: Nanyang Business School
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/7684
• Institution: Nanyang Technological University

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...