Web advertising vs other media: Young consumers' view

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21 Atıf (Scopus)

Özet

This paper examines how young consumers perceive the Web as an advertising medium in relation to eight traditional media on 15 constructs elicited from subjects. Results indicate that the Web is perceived to be very far from most of the other media, except point of purchase and direct mail. Conducting correspondence analysis and cluster analysis revealed the reasons for why the Web advertising is located close to point of purchase and direct mail. A noticeable finding was that farthest away from the Web is outdoor. Implications based on the findings are discussed.

Orijinal dilİngilizce
Sayfa (başlangıç-bitiş)356-363
Sayfa sayısı8
DergiInternet Research
Hacim13
Basın numarası5
DOI'lar
Yayın durumuYayınlandı - 2003

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