Australian and Taiwanese Advertiser'S Perceptions of Internet Marketing

Abstract

With the Internet being a relatively new communication medium, the perceptions of advertising agencies on the use and future of Internet marketing has important implications for companies using these agencies to develop their advertising strategies. This research investigates the perception of advertiser s towards the use of the Internet as a communication medium. Drawn from two different countries, Australia and Taiwan, advertiser perceptions fell into four different clusters: optimistic tomorrow, cautious adopters, doubting laggards and technology realists. While Australian advertisers were represented in all four categories, Taiwanese advertisers were mainly cautious adopters or technology realists. Although the Australian agencies represent a diverse range of perceptions, the Taiwanese agencies all had a low belief about the future of Internet marketing.