32). The availability of the internet to all and sundry has led to the development of online adverts, which appear as pop-ups or pop-downs. The internet provides remarkable benefits as a marketing medium. All marketing communications are rules by a key reality: The consumers increasingly want to be in control (Schultz, 1992, p. 123). Stibel (2005) asserts that an immediate response is one of the key factors that promote and builds strong consumer behaviors (p. 148). According to Koyuncu and Lien (2003), the internet provides consumers with a platform where they can have a one-on-one communication with the marketer or the company (p. 722). Armstrong and Kotler (2011) assert “an ideal marketing medium allows customers to identify themselves, to declare an interest and readiness to purchase and even to criticize or complain”. Various companies and firms across the globe have tried to adopt and employ indirect marketing. This involves the use of a hidden message that lets the consumer think for themselves. Adidas Company, for example, has adopted the use of indirect advertising in its recent ‘impossible is nothing’ advert campaigns. Haig (2011) asserts that an indirect advertising involves the use of a hidden message through comparison to real life cases (p. 243). . Advertising on Consumer Behavior.
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