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| Author: | Kanso, A.M. Nelson, R.A. |
| Title: | Internet and magazine advertising: Integrated partnerships or not? |
| Journal: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 317-326 |
| Index terms: | Advertising Marketing Media selection Strategy USA Internet |
| Freeterms: | Magazines Partnerships WWW |
| Language: | eng |
| Abstract: | This study examines the mixed-media strategy of advertising (hereafter as: adv-g.) online and publicizing the web location in magazine (here as: mag./mags.) advertisements (here as: ads). It also analyzes the extent of integration btw. websites and print ads. in six major U.S. mags. It is important to recognize that the Internet requires different marketing and adv-g. practices than those used in traditional media. Mixed-media adv-g. necessitates coordinated efforts btw. those managing the website and those designing ads. for other media. The findings suggest that marketers are not exploiting all possible benefits of their websites by not adequately integrating print and online adv-g. efforts. |
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