Media Planning In the Age of the Internet

Open Access
Author:
Broendel, Reid Joseph
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Lee Ahern, Thesis Supervisor
  • Susan Mary Strohm, Honors Advisor
Keywords:
  • Media Planning
  • Advertising
  • Internet
Abstract:
The Internet has become part of everyday life. As with other media, the Internet has attracted advertising media planning and spending. This paper summarizes the development of the Internet as an advertising medium, discusses how funding gradually shifted into Internet media planning and projects into the future about different methods of advertising now and in the near future that will incorporate the Internet and advanced technology. This paper looks into the past, present and future of the Internet as a medium of communication and advertising, and will hopefully become a valuable resource for future researchers and advertising students.