Effects and Future of the Internet on the Malaysian Advertising Industry

Fam, K; Waller, DS; Henry, J

Effects and Future of the Internet on the Malaysian Advertising Industry

Fam, K Waller, DS

Henry, J

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Publisher:: Universiti Malaysia Sarawak, Faculty of Economics and Business
Publication Type:: Journal Article
Citation:: International Journal of Business and Society, 2007, 8 (2), pp. 13 - 24
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Fam, K	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Henry, J	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	International Journal of Business and Society, 2007, 8 (2), pp. 13 - 24	en_US
dc.identifier.issn	1511-6670	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10367
dc.description.abstract	The Internet is having a major effect around the world on how businesses are being run, with changes in relation to marketing communications, customers, media selection, and dealing with advertising agencies. What has been the effect of this new media, and what changes are perceived for business in the future? This paper will examine Malaysian advertising executives' views on the effects of the Internet on business communications, and seeks predictions on the future of the advertising industry. A survey of 51 advertising executives indicated that the Internet will not entirely replace traditional mass media for advertising use, although it will have some effect on media planning. Keywords: Advertising; Malaysia; Internet; Advertising industry; Communication.	en_US
dc.publisher	Universiti Malaysia Sarawak, Faculty of Economics and Business	en_US
dc.relation.ispartof	International Journal of Business and Society	en_US
dc.title	Effects and Future of the Internet on the Malaysian Advertising Industry	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	8	en_US
utslib.for	169903 Studies of Asian Society	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.issue	2	en_US
pubs.volume	8	en_US

Abstract:

The Internet is having a major effect around the world on how businesses are being run, with changes in relation to marketing communications, customers, media selection, and dealing with advertising agencies. What has been the effect of this new media, and what changes are perceived for business in the future? This paper will examine Malaysian advertising executives' views on the effects of the Internet on business communications, and seeks predictions on the future of the advertising industry. A survey of 51 advertising executives indicated that the Internet will not entirely replace traditional mass media for advertising use, although it will have some effect on media planning. Keywords: Advertising; Malaysia; Internet; Advertising industry; Communication.

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http://hdl.handle.net/10453/10367