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Expression Strategy of Internet Advertising -Focused on Product Types-

인터넷광고의 표현전략 -제품유형을 중심으로-

  • 류철호 (건양대학교 시각디자인학과) ;
  • 박승환 (단국대학교 경영학부)
  • Published : 2007.09.28

Abstract

The purpose of this study is to identify the most efficient expression method by analyzing advertising expression method by 16 types of product in internet advertising. First of all, It made inquiries about expression method and attitude of internet advertising for this study and identified a conception, characteristics, and types of internet advertising through literature reviews about internet advertising. This study offered expression the korean alphabet, hangout about banners ads, sponsorship ads, interstitial ads and pop-up ads. This study analyzed advertising expression, advertising effectiveness and advertising attitude by 16 types of product in internet advertising. In conclusion, the marketers of internet advertising have to effort to make internet advertisements that suit their advertising purpose by using the right expression method of internet advertising because they know internet advertising are quite different the expression method, advertising effectiveness, and advertising attitude. And they have to convert negative attitude or medium size attitude of internet advertising into positive attitude in the future.

Keywords

Express Strategy;Internet Advertising