Direct marketing on the internet: An empirical assessment of consumer attitudes

Abstract

This article reports results of a survey conducted to ascertain attitudes toward advertising and direct marketing on Internet. Results indicate that respondents react negatively to untargeted “cyber-junk” but are more favorable toward targeted marketing communication efforts. The Internet also allows marketers to target and communicate with highly involved and interested consumers, both domestic and global. The strengths and weaknesses of using Internet as a direct marketing medium are assessed.

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