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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 (M.S.)--Rochester Institute of Technology, 2008. / Typescript. Includes bibliographical references (leaves 40-45).

Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 166-175). Also available on the Internet.

Thesis (M.A.)--University of Missouri-Columbia, 2008. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 15, 2008) Includes bibliographical references.

Thesis (Ph. D.)--Michigan State University. Dept. of Psychology, 2008. / Title from PDF t.p. (viewed on July 8, 2009) Includes bibliographical references (p. 142-147). Also issued in print.

Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 166-175). Also available on the Internet.

Thesis (Ph. D.)--University of Texas at Austin, 2002. / Vita. Includes bibliographical references. Available also from UMI Company.