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

• المؤلف الرئيسي: Tan, Dai Shij.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2008
• الموضوعات: DRNTU::Business::Advertising::Advertising method
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7684

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...