The Internet - the advertising medium of the future?

Daly, Cliona (1999) The Internet - the advertising medium of the future? Undergraduate thesis, Dublin, National College of Ireland.

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The aim of this dissertation is to illustrate whether the Internet is more than a complimentary advertising medium for use by both advertising agencies and advertisers in Ireland. And, also to answer the question, is the Internet the advertising medium of the future?

The author used secondary data in order to, firstly, obtain a background on the Internet, its development and its resources. Secondly, to become aware of the extent of the Internet in Ireland, its usage and the Irish Internet Service Providers. Thirdly, secondary data was used to gain knowledge of the methods of Internet advertising, their objectives and their advantages. And, finally, to establish how advertising on the Internet compares to traditional advertising methods.

The author availed of primary data through the use of postal questionnaires to obtain the opinion of the advertising agencies and advertisers in Ireland. The results gathered for the survey indicated that both of these groups are aware of the Internet as an advertising medium. A majority of these groups believe that the Internet is an effective advertising medium and that it has significant advantages over traditional methods of advertising such as television, radio and newspapers. They realise the growing potential of this evolving medium and its importance as an advertising medium as we approach the twenty first century.

Item Type: Thesis (Undergraduate)
Subjects: Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet

H Social Sciences > HF Commerce > Marketing > Advertising
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: Aisling Gorby
Date Deposited: 29 Apr 2010 14:23
Last Modified: 02 Sep 2014 09:21

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