Análisis de la eficacia publicitaria en Internet

As a mass communication medium, the Internet has lately developed from a double perspective: on the one hand as a distribution channel and on the other as a communication channel. From this second perspective, the Web allows consumers an unlimited access to information and a greater control of their contact with advertising, because they can choose what commercial content they wish to see, when they receptive to it and whether they want to receive it completely. In this sense, the measurement of attitude to Internet advertising and its assessment by Internet users has become an essential element for the development of more profitable and efficient business communication strategies. This paper analyses the influence of advertising types on advertising assessment, as well as the effect of Internet users' previous awareness of the different advertising formats on their attitude to Internet advertising.