Advertising - Then and Now, "A qualitative study of Internets effect on advertisement strategies"

Abstract: With the rapid growth on Internet and the change in customers' attitude and behavior towards digital media channels today, advertisers can expand their traditional advertisement strategy towards a more digital advertisement strategy. Thanks to technological progress, new ways of building creative campaigns now exists. The aim of our thesis is to conduct an exploratory study, with the changes of advertising strategies due to the effects on the rapid Internet growth as a focus. When looking at a ten year prospective we can see that consumers are moving towards Internet. Conclusion from our study is that the use of media channels used simultaneously has increased, and this has lead to a more complex media landscape.