Title: Netvertising characteristics, challenges and opportunities: a research agenda

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.

DOI: 10.1504/IJIMA.2004.005019

International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.3, pp.283 - 299

Available online: 23 Aug 2004 *

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