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Internet Advertising

Internet Advertising

Copyright: © 2012 |Pages: 25
ISBN13: 9781466608856|ISBN10: 1466608854|EISBN13: 9781466608863
DOI: 10.4018/978-1-4666-0885-6.ch002
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MLA

Payam Hanafizadeh and Mehdi Behboudi. "Internet Advertising." Online Advertising and Promotion: Modern Technologies for Marketing, IGI Global, 2012, pp.19-43. https://doi.org/10.4018/978-1-4666-0885-6.ch002

APA

P. Hanafizadeh & M. Behboudi (2012). Internet Advertising. IGI Global. https://doi.org/10.4018/978-1-4666-0885-6.ch002

Chicago

Payam Hanafizadeh and Mehdi Behboudi. "Internet Advertising." In Online Advertising and Promotion: Modern Technologies for Marketing. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-4666-0885-6.ch002

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Abstract

The ideal advertisement is one that has the best possible reach within a well-organized range of customers (selectivity) with proper possibilities of feedback and low cost. Conversely, mass communication often forces the marketer to accept high reach with relatively low selectivity and no feedback opportunities while achieving reasonable cost-effectiveness (Steptrup, 1991; Thomsen, 1996). The marketer’s challenge is to decide which medium, or combination of media, can best achieve the advertising goal for the company. This chapter provides an integrated definition of Internet advertising, describing its features and advantages. Additional discussion involves the emergence of Internet advertising, statistics of incomes, and costs. Finally, the chapter explains how marketers should select the right website for their advertising placement.

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