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| Author: | Nysveen, H. Breivik, E. |
| Title: | The influence of media on advertising effectiveness: A comparison of internet , posters and radio |
| Journal: | International Journal of Market Research
2005 : VOL. 47:4, p. 383-405 |
| Index terms: | Advertising media Effectiveness Internet Printing industry Radio industry |
| Language: | eng |
| Abstract: | This article concentrates on comparing the effectiveness of print advertisements (posters), internet advertisements (pop-ups) and radio advertisements for an airline ticket and for a weekend stay at a hotel. These advertisement copies were developed particularly for this study. The relative quality of the advertisements was used as a covariate in the analysis of media effects. According to the findings both advertising media and the relative quality of the advertisements have an impact on the efficiency of the advertisements. Posters and pop-ups were found to be more efficient advertising media than radio. |
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