Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media

This study seeks to compare the differences in media characteristics between the internet and traditional media, then determine product characteristics that are the most influential in the choice of internet advertising, and, finally, identify product-related factors responsible for media use.

Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media1

Sung-Joon Yoon, Kyonggi University andJoo-Ho Kim, SK Corp.

Internet Advertising Differs from traditional media advertising in many ways. Among the most salient characteristics...