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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1066-2243
- DOI
- 10.1108/10662240410542661
- Publisher site
- See Article on Publisher Site
Abstract
The crossroads between new media (predominantly the Internet) and marketing communications is a topic of growing interest and importance. Several themes are addressed in this paper including the involvement of the advertising agency, the role and features of Web sites, the measurement of effectiveness, Internet advertising and e‐commerce and the management of new media marketing communications. The author presents empirical evidence from a comprehensive study amongst UK marketers on contemporary practice, and proffers advice on best practice.
Journal
Internet Research – Emerald Publishing
Published: Jul 1, 2004
Keywords: Internet; Information media; Marketing communications; Advertising; United Kingdom