Authors: Yue Pan, George M. Zinkhan
Addresses: Department of Management & Marketing, 812 Miriam Hall, University of Dayton, 300 College Park, Dayton, OH 45469-2271, USA. ' Department of Marketing amp; Distribution, 148 Brooks Hall, Terry College of Business, University of Georgia, Athens, GA 30602, USA
Abstract: Netvertising, or ||advertising on the internet||, is attracting much attention from advertising and marketing researchers. However, surprisingly little is known about its new features as compared to other forms of advertising and the implications of the new medium for advertisers. Here, we focus on the following issues: the opportunities and challenges associated with internet advertising; the differences of netvertising from other forms of communication; banner ads – the most popular type of netvertising. Applying this framing perspective, we propose a research agenda for the study of netvertising.
Keywords: netvertising; internet advertising; advertising medium; banner ads; internet marketing.
International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.3, pp.283 - 299
Available online: 23 Aug 2004 *Full-text access for editors Access for subscribers Purchase this article Comment on this article