Netvertising characteristics, challenges and opportunities: a research agenda
by Yue Pan, George M. Zinkhan
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 1, No. 3, 2004

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.

Online publication date: Mon, 23-Aug-2004

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