Internet Advertising

Paper Summary:

This paper examines how the internet community is continually growing and how companies are taking advantage of this growth and utilizing the internet as a medium to advertise. It looks at how,, through the variety of ads and technologies available, companies can reach a far greater audience than they would have reached through using traditional media, such as television or newspaper. It discusses how, although internet advertising is still in the beginning stages, the potential exists for it to be the primary means of advertising and how, as the technology continues to be enhanced coupled with the internet's accessibility and mobility, we will most likely see more companies utilizing internet advertising as the preferred medium to potential customers and investors.

From the Paper:

"The expansion of the Internet has opened the door to a more immediate and far reaching form of mass communications. The Internet is vast in size and capabilities and is a common medium in which to reach people. At some point of each day, almost everyone utilizes the Internet. Since the 1990's, the Internet has grown significantly. As of 2002, there were approximately 580 million Internet users worldwide. By 2004, it is estimated that there will be 709 million Internet users worldwide. As the Internet audience expands, the usage will also increase. A survey of 53 million adults who use the Internet at home and work concluded that the Internet is the most used medium during a typical 24-hour weekday (Saunders, 2002)."

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