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

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....

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