Advertising: Brand Communications Styles in Established Media and the Internet

Jerry Arbittier and Joseph C. Philport

This study examined communication styles among leading brands (defined by sales) and nonleading brands in three established media and the Internet.

Advertising: Brand Communications Styles in Established Media and the Internet

Jerry Arbittier and Joseph C Philport

The current interest in Internet advertising gives the advertising research practitioner reason to pause and reconsider the fundamental ways brands are communicating in the established mass media. As a neophyte in the advertising process, the Internet represents less than 1% of the total consumer advertising expenditures. Figure 1illustrates that the early users of this advertising medium are primarily from technology and business categories, or from categories with direct interest in the inherently strong transaction value of the Internet. The...

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