| Author | Zhu, Shutao |
| Call Number | AIT RSPR no.SM-97-17 |
| Subject(s) | Internet advertising
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-17 |
| Abstract | The Internet is the fastest growing medium in the 1990's with 30 million users
with an average estimated growth of 10-20% per month. Internet is a highly selective and
cost effective media. It has great potential as an advertising medium. Its feedback and
interaction possibilities enable advertisers and Internet users to customize and
differentiate the advertisement to meet the user's own requirements. Internet advertising
is becoming part of some companies marketing strategy. The benefits of Internet
advertising are its ability to cover all promotional objectives from awareness to action by
leveraging all 5 elements in the promotion mix. However it requires new strategies and
thinking. Traditional advertising is consumed passively, while on the Internet users have
to actively select an advertisement. This changes the way advertisers generate and retrain
customers. To persuade visitors to revisit and spend time on the website advertisers must
fulfill real customer needs on continuous basis. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-17 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemenes |
| Examination Committee(s) | Swierzek, Fredric W.;Truong Quang; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research studies project report (M.B.A.) - Asian Institute of Technology, 1997 |