Using the Delphi Technique to Determine the Effectiveness of Internet Advertisements

Authors

Sanjay S. Mehta, Sam Houston State University, Huntsville, TXFollow
Angela Winkler, Sam Houston State University, Huntsville, TX
Balasundram Maniam, Sam Houston State University, Huntsville, TXFollow

Document Type

Article

Abstract

Over the past few years, there has been tremendous growth in the use of the Internet for promoting goods and services. This new technology is enabling companies to reach new markets all over the world. Locating target markets and advertising on the Internet takes a different approach. This paper examines several popular Internet advertising techniques used by marketers to attract the attention of the target market to particular sites. It uses the Delphi technique to determine that banner ads are still the most effective overall.

Recommended Citation

Mehta, Sanjay S.; Winkler, Angela; and Maniam, Balasundram, "Using the Delphi Technique to Determine the Effectiveness of Internet Advertisements" (2001). ICEB 2001 Proceedings (Hong Kong, SAR China). 85.
https://aisel.aisnet.org/iceb2001/85