Abstract:

This presentation reviews research on the impact of different forms of online advertising presents the authors’ analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the Internet can be very effective; and secondly for most forms of advertising the Web should not be regarded as a substitute for advertising on traditional media. Rather indications are that Internet advertising works best if it is part of a coordinated campaign that includes traditional media. In order to explore this issue further we recommend that future research treat the Internet not in isolation but in the context of other media.