Students’ attitudes towards internet advertising study case: University of Pardubice

Abstract

The development of computer technologies has changed the traditional ways of advertising. Nowadays, many companies have made the Internet part of their advertising media plan. Marketers found that the Internet has greater flexibility and control over advertising materials. However, there have been a lot of debates regarding the current state of internet advertising and how it compares to traditional advertising. Much research has been done regarding who uses the internet and what are the internet users’ attitudes towards internet advertising. This research examines how students perceive internet advertising. A sample of 106 students from the University of Pardubice (Czech Republic) participated in this study. It explores their attitudes toward internet advertising, internet advertising informativeness, online purchasing patterns, and their preference between internet advertising and traditional advertising.