Internet Usage and Internet Advertising: Attitudes toward Pop-up, Banner, E-mail, Floating and Interstitial advertising - Couverture souple

Karthik, E. Krishna

Couverture souple

ISBN 10 : 3659307262 ISBN 13 : 9783659307263

Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

Internet advertising is a very fast growing area which is providing companies a new channel of communication that can create closer yet more cost effective relationships with customers in sales, marketing and customer support. As consumers’ perceptions and attitudes toward Internet advertising are prominent factors affecting their buying behavior, this study has delineated this area for a detailed investigation by examining the relationship between demographics, Internet usage patterns, and attitudes toward Internet advertising. The present study explains comprehensively software professionals’ attitudes toward Internet advertising in the light of pros and cons of five different forms of Internet advertisements such as pop-up, banner, e-mail, floating and interstitial. The study considered software professionals as a sample because of their nature of job, high browsing skills, and income. The survey was conducted in India which is at fourth place in Internet users’ population. Thus, the results of the study would be useful to online marketers and advertisers in formulating appropriate marketing strategies so as to exploit fully the vast potential of Internet media.

Détails de l'édition

• Éditeur: LAP LAMBERT Academic Publishing
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 3659307262
• ISBN 13: 9783659307263
• Reliure: Broché
• Nombre de pages: 356
• Coordonnées du fabricant: non disponible
• Personne responsable: KreGa Onlinehandel GmbH; 4950000000000; info@krega-onlinehandel.de; ; Birkenweg 31; Brakel; 33034; Allemagne