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The Hispanic View of E-mail, Popup, and Banner Advertising

The Hispanic View of E-mail, Popup, and Banner Advertising

Pradeep Korgaonkar, Ronnie Silverblatt, Enrique P. Becerra
Copyright: © 2012 |Pages: 14
ISBN13: 9781613504628|ISBN10: 1613504624|EISBN13: 9781613504635
DOI: 10.4018/978-1-61350-462-8.ch003
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MLA

Korgaonkar, Pradeep, et al. "The Hispanic View of E-mail, Popup, and Banner Advertising." Transformations in E-Business Technologies and Commerce: Emerging Impacts, edited by In Lee, IGI Global, 2012, pp. 45-58. https://doi.org/10.4018/978-1-61350-462-8.ch003

APA

Korgaonkar, P., Silverblatt, R., & Becerra, E. P. (2012). The Hispanic View of E-mail, Popup, and Banner Advertising. In I. Lee (Ed.), Transformations in E-Business Technologies and Commerce: Emerging Impacts (pp. 45-58). IGI Global. https://doi.org/10.4018/978-1-61350-462-8.ch003

Chicago

Korgaonkar, Pradeep, Ronnie Silverblatt, and Enrique P. Becerra. "The Hispanic View of E-mail, Popup, and Banner Advertising." In Transformations in E-Business Technologies and Commerce: Emerging Impacts, edited by In Lee, 45-58. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-462-8.ch003

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Abstract

In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.

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