Value-based Advertising on the Internet: a Literature Review

A LITERATURE REVIEW Nabil Y. Razzouk, Cal State University, 5500 University Pkwy, San Bernardino, CA 92407. [email protected] Victoria Seitz, Cal State University, 5500 University Pkwy, San Bernardino, CA 92407. [email protected] Eric Newman, Cal State University, 5500 University Pkwy, San Bernardino, CA 92407. [email protected] Ali Caglar Kepekci, Cal State University, 5500 University Pkwy, San Bernardino, CA 92407. Abstract The Internet has attracted companies in different industries to market products and services. However, many companies have become disenchanted with the Internet, as they have not achieved the commercial potential anticipated. Some suggested the Internet is better suited for interpersonal communication and personal sites rather than for marketing products. However, researchers suggest that value-based advertising is the key concept behind their success. The paper reviews the nature and role of value-based advertising as applied to advertising on the Internet.