Eureka! Institutional Repository

Undoubtedly, the development of the internet has significantly affected businesses, as it has given consumers access to a wealth of information and consequently made them more demanding. This provoked the reaction of the companies that in order to meet the ever-increasing demands of the consumers turned to new means of communication and advertising. In the present master’s dissertation, therefore, the usefulness of digital advertising is investigated, while its pros and cons are studied. The first part of the literature review explores how the internet has helped businesses grow. In addition, reference is made to marketing and its role, its historical development and the marketing mix. Then, digital marketing is analyzed compared to the traditional one, while the advantages and disadvantages, as well as the types of digital marketing are highlighted. The second part of the literature review is about advertising. First, the definition of advertising is formulated and the advertising media are presented. Then the digital advertising is presented through its definition and historical background. It was deemed necessary to point out its characteristics, types as well as its advantages and disadvantages. The third part of the literature review examines the behavior of the consumers focusing on the field of advertising. Firstly, the consumer behavior of individuals is analyzed, while the effects of online advertising on consumers and the consumer decision-making process are mentioned. Also, the perceptions and preferences of the consumer public in Greece and their attitude towards online advertising are presented, as well as the factors that influence their behavior. Subsequently, the research part of the dissertation is presented, which includes the purpose, the methodology and the selection of the sample. It also includes the questionnaire, which is described, as well as the answers given by the sample. Based on the answers, it is concluded that online advertising is extremely useful and beneficial for businesses and there are very interesting digital ads that people like, without this meaning that annoying digital ads are absent.