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| Tekijä: | Tsao, J.C. Sibley, S.D. |
| Otsikko: | Displacement and reinforcement effects of the Internet and other media as sources of advertising information |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 126-142 |
| Asiasana: | Advertising Marketing Communication Consumer behaviour Media selection Internet USA |
| Kieli: | eng |
| Tiivistelmä: | This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising (hereafter as: adv.) information. The sample was 2.032 households from 5.031 households randomly selected from a Midwestern state. The results showed that although Internet adv. provided many unique features, it has not displaced most media as sources of adv. information. Many consumers found that Internet adv. was a complementary medium based on their favourable attitudes or frequent use of other media advertising. The research also indicated that the reinforcement effects will be likely more evident for the future use of Internet adv. associated with the use of billboards, direct mail, magazines, and television. However, the displacement effects may continue to occur for the future use of Internet adv. associated with the future use of free community papers and weekly paid papers as adv. sources. |
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