Advertiser Perceptions of the Internet as a Marketing Communications Tool

Abstract

While a growing number of companies are interested in developing an Internet presence, there is still a great deal of confusion about it and what this new medium has to offer to the advertising community. The purpose of this study is to gain preliminary insights into advertisers’ perceptions of the Internet and, hopefully, assist companies in understanding and using the Internet more effectively. This paper presents the results of a national sample of advertisers concerning perceptions of the Internet as a marketing tool. It is hoped that this first look can clarify some of the uncertainties advertisers are facing during the infancy of this new medium.