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Web advertising vs other media: young consumers’ view

Fethi Calisir (Associate Professor, Istanbul Technology University, Macka‐Instanbul, Turkey.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 December 2003

Abstract

This paper examines how young consumers perceive the Web as an advertising medium in relation to eight traditional media on 15 constructs elicited from subjects. Results indicate that the Web is perceived to be very far from most of the other media, except point of purchase and direct mail. Conducting correspondence analysis and cluster analysis revealed the reasons for why the Web advertising is located close to point of purchase and direct mail. A noticeable finding was that farthest away from the Web is outdoor. Implications based on the findings are discussed.

Keywords

Citation

Calisir, F. (2003), "Web advertising vs other media: young consumers’ view", Internet Research, Vol. 13 No. 5, pp. 356-363. https://doi.org/10.1108/10662240310501630

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited