부산대학교 도서관

According to recent interviews, few marketers think that the Internet will change their approach to advertising. Most see it as little more than a complement to traditional marketing practices, and don't expect it to reduce expenditure on broadcast and print media or to change the form, pricing, or delivery of advertisements. This article takes a different view. The authors believe that a growing proportion of overall advertising expenditure will be devoted to the Internet, and that practices first developed or deployed there will spill over into traditional marketing activities. In particular, marketers with experience of Internet advertising are likely to be inspired to adopt new creative approaches elsewhere; to reevaluate their investments in traditional media; to acquire a better understanding of customers' needs, preferences, and product usage; and to develop higher expectations of the effectiveness and measurability of other media. INSET: Why the Internet is a better ad vehicle than you think. [ABSTRACT FROM AUTHOR]