Abstract:

This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows that not much is known about the second criterion, in particular people’s motives, attitudes and behavior toward Web sites and Web advertising. Subsequent stages of the study - unstructured interviews, a face-to-face survey, and qualitative content analysis - aim to improve our understanding of these concepts.