How Internet Advertising Works

This presentation reviews the research on the impact of different forms of online advertising, presents the authors’ analysis of the findings, and suggests directions for future research. The main conclusions are: (1)advertising on the Internet can be very effective;(2)for most forms of advertising, the Web should not be regarded as a substitute for advertising on traditional media. Rather, indications are that Internet advertising works best if it is part of a coordinated campaign that includes traditional media.