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Online Advertising vs. Offline Advertising

Online Advertising vs. Offline Advertising

Copyright: © 2012 |Pages: 27
ISBN13: 9781466608856|ISBN10: 1466608854|EISBN13: 9781466608863
DOI: 10.4018/978-1-4666-0885-6.ch003
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MLA

Payam Hanafizadeh and Mehdi Behboudi. "Online Advertising vs. Offline Advertising." Online Advertising and Promotion: Modern Technologies for Marketing, IGI Global, 2012, pp.44-70. https://doi.org/10.4018/978-1-4666-0885-6.ch003

APA

P. Hanafizadeh & M. Behboudi (2012). Online Advertising vs. Offline Advertising. IGI Global. https://doi.org/10.4018/978-1-4666-0885-6.ch003

Chicago

Payam Hanafizadeh and Mehdi Behboudi. "Online Advertising vs. Offline 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.ch003

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Abstract

In this chapter, the authors first study the differences between traditional advertising and Internet advertising by focusing on their implicit meaning. Next, the consumer’s elaboration model and consumer’s involvement model that are applicable both in traditional and modern media are discussed. 28 advantages of Internet publicity are presented, and finally, the authors deal with the changes occurring in the consumer’s information environment.

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