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Table Of Contents

1 INTRODUCTION
1.1 Research Problem
1.2 Demarcations
1.3 Key Concepts
2 TRADITIONAL VERSUS INTERNET ADVERTISING
Figure 1 Decrease in TV commercial viewers
2.1 Advertising
consumers to modify trends and businesses outcomes. (Jones 2000; 8.)
2.1.1 Changes in Traditional Advertising
2.1.2 Impacts of Globalization in Advertising
2.2 Internet Advertising
2.2.1 How Internet Advertising Works
2.2.2 Internet Tools
Figure 2 Example of Banners
Figure 3 Example of Text Ad
Figure 4 Example of Interstitials
Figure 5 Example of Pop-ups
Figure 6 Example of Opt-in Mailing
Figure 7 Example of HTLM Ads
Figure 8 Example of Rich Media Ads
Figure 9 Example of Sponsorship
2.2.3 Effectiveness of Internet as an Advertising Media
Table 2 Impact of Online Content on Vendor Preference and Selection
Table 3 Key Benefits of Internet Research
Table 4 Online Ad Spending
Table 5 Marketers Using Interactive
Table 6 Top 25 Web Site Categories by Ad Revenue
Table 7 Online Activities of U.S. Adult Internet Users
Table 8 Online Content Spending by Category
2.2.4 Benefits of Internet Advertising
2.2.5 Where is Internet Advertising Going?
3 EMPIRICAL RESEARCH
3.1 Research Methods
Figure 10 Responses to Interviewing
3.2 Interviewees
3.3 Data collection and analysis
4 THE WAY AGENCIES SEE INTERNET ADVERTISING
4.1 Internet Advertising
4.2 Benefits of Internet Advertising
4.3 Effectiveness and Measurements
4.4 Marketing and Internet Advertising
4.5 Response towards Internet Advertising
5 DISCUSSION
5.1 Summary
5.2 Conclusions
5.3 Evaluation
5.4 Suggestions for further research
BIBLIOGRAPHY
APPENDICES AND TABLES
Appendix A: Interview questions in English
Appendix B: Interview questions in Spanish
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Published by: Karin Kristin Seppä Pavón on Nov 07, 2011
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