Internet advertising within the content of integrated marketing communication: A comparative study to determine the attitudes of university students towards internet advertises

Companies try to adapt new expansions to their structures to be able to survive under difficult conditions of trade. While doing this, they get use of advertising public relations, direct marketing. Within concept of integrated marketing communications which is effective usage of above mentioned factors, the companies try to reach to the target. With development of communication technologies, importance of internet has increased and it has become a crucial factor of advertising. Soit has brought a new dimension to marketing world. In this research internet advertises which have recently been popular, have been studied in detail and types and appraisals of internet advertises have been mentioned. Researches show that understanding of marketing which has developed with the internet advertises altered its course from mass marketing to private marketing and percept of private advertising has started to dominate. Also a survey has been done in two countries to evaluate attitudes of young consumers towards intenet advertises. Results of this survey aim to put forward attitudes of young consumers towards internet advertises. The surveysa have been appied to students in Turkey and Germany. It has researched demographic characteristics, knowledge about internet advertising, frequency and duration of using internet, attitudes towards different advertisement types, and their general habits related to buying habits. Thus a comparative study has been conducted to understand the attitudes of consumers in two different countries.