Corporate Web Sites As Advertising
An analysis of function, audience and message strategy
Jang-Sun HwangSally J. McMillanUniversity of Tennessee at KnoxvilleandGuiohk LeeSejong University
Introduction
Internet advertising is more than banners, buttons, and pop-ups. This study starts from the premise that the corporate Web site can be an extension of, or a different form of, traditional corporate advertising and that corporate Websites can be broadly defined as Internet advertising.
This study examines literature on three characteristics of corporate advertising function, audience, and message strategy and explores how those characteristics are applied...