One of the main current topics, not just among business professionals and practitioners but also among the general population, is rapid growth of modern technologies and Internet and their influence on everyday life. In the UK advertising spend on the Internet with a share of 26% exceeds the advertising spend on television and in many countries the figure already
exceeds the print media. In Serbia, however, with a share of 3.5%, the total investment in advertising on the Internet is very low. For this reason, this paper aims to examine the attitudes of local research professionals on Internet marketing advertising, with special emphasis on analyzing the causes that inhibit the increase of internet use for marketing purposes. The whole work will be divided into three main parts: The first in which it will be investigated how Internet has been developing and the degree to which the Internet was used for advertising. The theoretical and practical knowledge related to the causes of resistance, and overall attitudes toward advertising on the Internet will be analyzed. In the second part we present the metodology of the research intended to represent research in form of interview, on semple consisting of marketing directors of the big advertising agencies and companies with significant advertising budgets. In the final part the research results will be presented together with suggestions for future research.
