Advertiser perception of the internet as a marketing communication vehicle: case study |
For most established businesses, the Web's main role is either to reduce costs or to add value for existing customers, but it also has a potential role in customer acquisition, and in the case of a web startup. It is a critical role. The aim of this research is to find out how the Internet is impacting advertising. The study was carried out through a questionnaire of the top executives of 200 firms in the services sectors in Abu Dhabi, UAE (Banking and Insurance industries). It examined their attitudes about the effect of advertising through the Internet.
Khalid Alrawi |