This article discusses the World Wide Web as an advertising medium. Historically, the advertising industry has embraced new technologies, as evidenced by the growth of radio and television earlier in the 20th century. The World Wide Web, however, has not developed like other media. Traditional media have been based on an entertainment platform: the Web is almost exclusively an information based medium. This article compares and contrasts the Web with traditional advertising media and identifies five essential dimensions in which it must successfully compete to be considered a viable advertising medium.
|Original language||English (US)|
|Number of pages||7|
|Journal||Social Science Journal|
|State||Published - Sep 2000|
ASJC Scopus subject areas
- Social Psychology
- Sociology and Political Science