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Conclusion
In general, scholars seem to agree on two general things: 1) The low click-through rates for most interent advertisements prove that surfers are only minimally impacted by the advertisements. Low click-through rates means that few surfers actually care enough about the advertisements on the internet to follow up with the advertising site. They do not seem to be impacted by the thousands of banners and pop-up advertisements they see daily. 2) High visibility and the prominence of billions of internet advertising means that companies have been able to increase the consumer's knowledge of their brand. It seems that even though consumers do not click on banners and pop-up advertisements, they often are able to recognize the companies that are most commonly on the internet. Surfers tend to feel that companies that they have seen on the internet are more respectable and such surfers have a higher chance of choosing those companies when spending their money.
Thus, it seems that my research did in fact prove my hypothesis: that internet advertising doesn't have an impact on current consumer choices, but rather that increases the recognition consumers have of the advertising companies.
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