Proposition I: Large corporations seem to have adopted the Internet as an advertising medium to a greater extent than small ones.

Proposition II: The main reasons for advertising on the Internet are to build brand awareness and to increase sales.

Proposition III: Today, the majority of the advertisers on the Internet are newcomers. 

Proposition IV: Only a minority of the ASA members use the Internet for advertising purposes.

Proposition V: Swedish Advertisers do not believe that it is expensive to advertise on the Internet compared to traditional media. 

Proposition VI: There seems to be a great uncertainty among Swedish Advertisers whether or not the Internet is similar to traditional media in terms of brand awareness.

Proposition VII: Swedish Advertisers believe that the Internet will evolve into our next great mass medium. 

Proposition VIII: Large ad spenders tend to believe that there exist less measurement problems on the Internet compared to smaller ad spenders.

Proposition IX: Swedish Advertisers seem to believe that it is valuable to reward consumers in exchange for participation in market research and product introductions.

Proposition X: Swedish Advertisers do not believe that it is valuable to reward consumers in exchange for targeted ad exposure.

Proposition XI: Swedish Advertisers tend to overlook the important aspects of building long-lasting relationships with their customers.

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