This paper concentrates on the Worldwide Web (WWW) as a medium and also looks into Internet advertising which has various forms of delivering messages on the Web. From an examination of a review of the literature on the Web medium, three topics are discussed. The original and beneficial work presented by Hoffman and Novak (1996) that drew a model WWW communication compared with traditional communication. Next, Sepstrup's criteria (1991 cited in Thomsen, 1996) are used to contrast and compare traditional media and the Web medium. The differences are manifestly pointed out in terms of reach, selectivity, feedback, information capacity and costs. Measuring the effectiveness of media is one important topic of the Web medium that researchers take into consideration nowadays. Measures of the Web medium are clarified in two different approaches which are adopted from traditional media: communication effectiveness and sales effectiveness. / In relation to Internet advertising, there are two more topics to be reviewed. First, various forms of Internet advertising are classified from the most popular to the least. The distinctive characteristic of each form is also revealed. Second, the benefits of Internet advertising to marketing communication are posited. The paper looks into the contribution of Internet advertising to marketing objectives that are communication-oriented and action-based. Upon examining the communication-oriented objective, four key benefits: awareness, attitude, trust and loyalty are revealed. Click-through and sales volume are key benefits of the action-based objective. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006

Thesis (PhDBusinessandManagement)--University of South Australia, 2003.

This paper concentrates on the Worldwide Web (WWW) as a medium and also looks into Internet advertising which has various forms of delivering messages on the Web. From an examination of a review of the literature on the Web medium, three topics are discussed. The original and beneficial work presented by Hoffman and Novak (1996) that drew a model WWW communication compared with traditional communication. Next, Sepstrup's criteria (1991 cited in Thomsen, 1996) are used to contrast and compare traditional media and the Web medium. The differences are manifestly pointed out in terms of reach, selectivity, feedback, information capacity and costs. Measuring the effectiveness of media is one important topic of the Web medium that researchers take into consideration nowadays. Measures of the Web medium are clarified in two different approaches which are adopted from traditional media: communication effectiveness and sales effectiveness. / In relation to Internet advertising, there are two more topics to be reviewed. First, various forms of Internet advertising are classified from the most popular to the least. The distinctive characteristic of each form is also revealed. Second, the benefits of Internet advertising to marketing communication are posited. The paper looks into the contribution of Internet advertising to marketing objectives that are communication-oriented and action-based. Upon examining the communication-oriented objective, four key benefits: awareness, attitude, trust and loyalty are revealed. Click-through and sales volume are key benefits of the action-based objective. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006

Thesis (D.B.A.)--Cleveland State University, 2008. / Abstract. Title from PDF t.p. (viewed on Apr. 1, 2009). Includes bibliographical references (p. 136-144) and appendices. Available online via the OhioLINK ETD Center. Also available in print.

Thesis (MTech (Information Technology))--Cape Peninsula University of Technology, 2007. / Includes bibliographical references (leaves 98-113). Also available online.

Thesis--PlanB (M.S.)--University of Wisconsin--Stout, 1998. / Includes bibliographical references.

Thesis (Ph.D.)--Hong Kong Polytechnic University), 2006. / Adviser: Ting-Kwong Luk. Includes bibliographical references.

Thesis (Ph. D.)--University of Chicago Graduate School of Business, June 1999. / Includes bibliographical references. Also available on the Internet.

Thesis (PhD) -- AUT University, 2008. / Includes bibliographical references. Also held in print (vi, 276 leaves : ill. ; 30 cm.) in the Archive at the City Campus (T 338.47919300688 WES)

Thesis (M.A.)--Florida State University, 2004. / Advisor: Dr. Kartik Pashupati, Florida State University, Collegeof Communication, Dept. of Communication. Title and description from dissertation home page (viewed Sept. 22, 2004). Includes bibliographical references.