Cyberspace advertising vs. other media: Consumer vs. mature student attitudes

Document Type

Article

Publication Title

Journal of Advertising Research

Publication Date

1-1-2001

Abstract

This paper reports on the findings of a survey about attitudes now,and predictions for the future, regarding web advertising versus other media, with college students as the target. College students' present attitude toward web advertising is compared to the attitudes of people familiar with the web in Ducoffe's 1996 study. Among the more notable results: while Ducoffe's sample did not find web advertising to be irritating, annoying, or insulting to peoples' intelligence, our student sample did. Additionally, students predict that web advertising will overtake television advertising as the most valuable source of information for the future. The paper also offers a new pragmatic model of Attitude toward Advertising that enhances the explanatory power of the Ducoffe (1996) model by adding to the antecedent variables.

Volume

41

Issue

5

First Page

23

Last Page

32

DOI

10.2501/JAR-41-5-23-32

ISSN

00218499

E-ISSN

17401909

Link to Full Text

Share

 
COinS