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This study seeks to compare the differences in media characteristics between the internet and traditional media, then determine product characteristics that are the most influential in the choice of internet advertising, and, finally, identify product-related factors responsible for media use. Using conceptual frames based on Katz's (1960) functional attitude theory and the FOB Grid, this study attempts to link salient product characteristics to media choice and use for four product categories: automobiles, luxury watches, shampoos, and fast food. The results suggest that internet advertising is better suited for highly involved as well as rationally oriented consumers and that the internet should be recognized as an important media alternative in view of its preference and effectiveness of advertising execution.
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