Abstract
Abstract This study empirically examined current perceptions of internet capabilities for marketing and marketing communications among senior advertising professionals in the United States through an email survey of senior advertising agency executives. Overall opinion about internet use as a marketing tool was highly positive. Factor analysis identified six specific internet benefit dimensions: Cost/Time Efficiency, Customer Orientation, Customer Interactivity, Promotional Use, Personal Contact Replacement, and a more general benefit—Overall Value of Internet in Marketing. While Customer Orientation and Customer Responsiveness benefits were seen as significant drivers of future web site activity by clients, Cost/Time Efficiency and Customer Orientation were seen as significantly contributing to a company's competitive business edge. Managerial implications are that, at present, senior agency personnel are more confident about the internet's role in business building rather than brand building, and consid...
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