An assessment of the World Wide Web as an advertising medium

Richard M. Lei

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


This article discusses the World Wide Web as an advertising medium. Historically, the advertising industry has embraced new technologies, as evidenced by the growth of radio and television earlier in the 20th century. The World Wide Web, however, has not developed like other media. Traditional media have been based on an entertainment platform: the Web is almost exclusively an information based medium. This article compares and contrasts the Web with traditional advertising media and identifies five essential dimensions in which it must successfully compete to be considered a viable advertising medium.

Original languageEnglish (US)
Pages (from-to)465-471
Number of pages7
JournalSocial Science Journal
Issue number3
StatePublished - 2000

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science


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