IDEAS home Printed from https://ideas.repec.org/a/cup/jadres/v36y1996i01p43-54_96.html
   My bibliography  Save this article

The World Wide Web As An Advertising Medium:

Author

Listed:
  • Berthon, Pierre
  • Pitt, Leyland F.
  • Watson, Richard T.

Abstract

This paper discusses the role of the World Wide Web as an advertising medium and its position in the marketing communication mix. It introduces a conceptual framework for measuring the efficiency of a Web site. Efficiency indexes are defined for five Web advertising communication activities, and an overall measure of Web site efficiency measure is presented.

Suggested Citation

  • Berthon, Pierre & Pitt, Leyland F. & Watson, Richard T., 1996. "The World Wide Web As An Advertising Medium:," Journal of Advertising Research, Cambridge University Press, vol. 36(1), pages 43-54, January.
    • Handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:43-54_96
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S0021849996960067/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    2. Yoo, Weon-Sang & Lee, Yunjung & Park, JungKun, 2010. "The role of interactivity in e-tailing: Creating value and increasing satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 89-96.
    3. Yoonkyo Cho & Taehwan Kim & Jaewhak Roh, 2021. "An analysis of the effects of electronic commerce on the Korean economy using the CGE model," Electronic Commerce Research, Springer, vol. 21(3), pages 831-854, September.
    4. Roy, Gobinda & Sharma, Swati, 2021. "Measuring the role of factors on website effectiveness using vector autoregressive model," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Huang, Ching-Yuan & Chou, Chia-Jung & Lin, Pei-Ching, 2010. "Involvement theory in constructing bloggers' intention to purchase travel products," Tourism Management, Elsevier, vol. 31(4), pages 513-526.
    6. repec:dau:papers:123456789/4266 is not listed on IDEAS
    7. Ageeva, Elena & Melewar, T.C. & Foroudi, Pantea & Dennis, Charles & Jin, Zhongqi, 2018. "Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA," Journal of Business Research, Elsevier, vol. 89(C), pages 287-304.
    8. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    9. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    10. Berthon, Pierre & Pitt, Leyland & Watson, Richard T., 1996. "Marketing communication and the world wide web," Business Horizons, Elsevier, vol. 39(5), pages 24-32.
    11. Kaustav Mukherjee & Neelotpaul Banerjee, 2017. "Effect of Social Networking Advertisements on Shaping Consumers’ Attitude," Global Business Review, International Management Institute, vol. 18(5), pages 1291-1306, October.
    12. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.
    13. Lee, Sang-Gun & Koo, Chulmo & Nam, Kichan, 2010. "Cumulative strategic capability and performance of early movers and followers in the cyber market," International Journal of Information Management, Elsevier, vol. 30(3), pages 239-255.
    14. Kamal Basha, Norazlyn & Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen, 2022. "Are we so over smartwatches? Or can technology, fashion, and psychographic attributes sustain smartwatch usage?," Technology in Society, Elsevier, vol. 69(C).
    15. Haas, Rainer, 2002. "The Austrian Country Market: a European case study on marketing regional products and services in a cyber mall," Journal of Business Research, Elsevier, vol. 55(8), pages 637-646, August.
    16. Liao, Chechen & To, Pui-Lai & Shih, Meng-Lin, 2006. "Website practices: A comparison between the top 1000 companies in the US and Taiwan," International Journal of Information Management, Elsevier, vol. 26(3), pages 196-211.
    17. Purwanto & Kuswandi, 2017. "Effects of Flexibility and Interactivity on the Perceived Value of and Satisfaction with E-Commerce (Evidence from Indonesia)," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 139-159.
    18. Bader Mustafa Al-Sharif & Amjad Qwader & Zaher Abdel Fattah Al-Slehat, 2017. "The Effect of Promotion Strategy in the Jordanian Islamic Banks on a Number of Customers," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(2), pages 81-88, February.
    19. Zhang, Jing & Yun, Jin Ho & Lee, Eun-Ju, 2021. "Brain buzz for Facebook? Neural indicators of SNS content engagement," Journal of Business Research, Elsevier, vol. 130(C), pages 444-452.
    20. Pitt, Leyland & Berthon, Pierre & Watson, Richard T., 1999. "Cyberservice: Taming service marketing problems with the world wide web," Business Horizons, Elsevier, vol. 42(1), pages 11-18.
    21. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    22. Anant Saxena & Uday Khanna, 2013. "Advertising on Social Network Sites: A Structural Equation Modelling Approach," Vision, , vol. 17(1), pages 17-25, March.
    23. Yuwen Zhang & Marios Sotiriadis & Shiwei Shen, 2022. "Investigating the Impact of Smart Tourism Technologies on Tourists’ Experiences," Sustainability, MDPI, vol. 14(5), pages 1-21, March.
    24. Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).
    25. Pitt, Leyland & Berthon, Pierre & Berthon, Jean-Paul, 1999. "Changing channels: The impact of the internet on distribution strategy," Business Horizons, Elsevier, vol. 42(2), pages 19-28.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:43-54_96. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jar .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.