Advertising on the internet: perceptions of advertising agencies and marketing managers
by Dimitris A. Drossos, Konstantinos G. Fouskas, Flora Kokkinaki, Dimitrios Papakyriakopoulos
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 6, No. 3, 2011

Abstract: While a significant number of companies have invested in internet advertising and clearly digital media continue to grow in popularity, a significant segment of organisations is still uncertain about internet advertising efficiency. The purpose of this study is to gain insights into the perceptions of both advertised firms and advertising agencies of the internet as an advertising medium in order to identify the factors that inhibit or reinforce the integration of the new medium into their strategies and to identify future trends. One hundred and 24 managers participated in this study and their responses indicate that currently internet advertising is perceived as a questionable and ineffective marketing channel. However, in the short run, marketers and agencies are willing to exploit the benefits of internet advertising.

Online publication date: Wed, 26-Nov-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email