Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes

Benjamin N. Carr Jr. and Lana K. Brackett

This paper reports on the findings of a survey about attitudes now, and predictions for the future, regarding web advertising versus other media, with college students as the target.

Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes

Lana K. Brackett and Benjamin N. Carr, Jr.Roger Williams University

The question has been raised as to whether internet advertising is ready for prime time (Dreze and Zufryden, 1998). Both academics and practitioners have registered a resounding ‘yes’ (Eighmey, 1997; Krauss, 1998). While academic investigations of internet advertising are growing exponentially, that phenomena is being matched, if not exceeded, by the dollars invested in web advertising by those seeking to influence consumer behavior (McDonald, 1997). Although in its infancy stage, cyberspace advertising is clearly a prime-time player....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands