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Bush, Bush and Harris (1998) provide a first look at how advertisers perceive the Internet as a part of marketing communication. The result of this prelimi- nary study show that Internet is an important yet uncertain medium (Hoffman, Kalsbeek & Novak, 1996). Companies and organizations are working to pro- mote their products and services must consider Internet as full media space since it employs a variety of forms (George E. Blech, 2003, 500). The main objective of advertising is more or less to increase sales. Also, the goal of advertising is to increase brand awareness. Advertising is based on the simple economy of supply and demand. Advertisers aim to stimulate a consumer’s needs by spreading thought advertising message and persuading about prod- uct or service and then satisfy that needs. (Andy S. 2012, 38). Owing to fragmentation, customers have significantly more choice of media. The more choice consumers have, the easier it is for them to switch, hence the greater the importance of strong brands. (Anner & Jacques 2009, 128.) Due to Schlosser, Shavitt, and Kanfer affirm that Web advertising is perceived as less irritating and more acceptable in comparison with a traditional ad be- cause online users have an overall control and they have a choice of what they want to access (Schlosser, Shavitt, and Kanfer 1999). In addition, Ducoffe and Eighmey agreed that this positive characteristic of Web promotion might increase Web advertising’ effectiveness (1996; 1997). As examples of Web advertising advantages Alex T. Jones, Anna M & Justin B. Print, substantiate of facts about the budget as radio and television adver- tising usually requires a large investment upfront for creation. In addition, online advertising carries a much lower risk, since it can be fully controlled, changed, retracted and modified at any time: the more targeted the advert, the more likely you are to generate qualified goals and higher returns. (2011, 17). Creating adverting campaign on the Internet is a cost- effective way of promo- tion. Also, it helps to attract new customers since a lot of them go to the web before final decision. (Queensland Government, 2016). Online advertiseers are rapidly following the developing Internet trends. And, as consumers are increasingly spending more hours online, the Internet start 19PDF Image | YouTube as an advertising platform
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