haku: @author Parsons, J. / yhteensä: 6
viite: 3 / 6
| Tekijä: | Gallagher, K. Foster, K. D. Parsons, J. |
| Otsikko: | The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web |
| Lehti: | Journal of Advertising Research
2001 : JUL-AUG, VOL. 41:4, p. 57-70 |
| Asiasana: | ADVERTISING INTERNET INFORMATION TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | Some have argued that traditional principles of mass media advertising do not apply on the web. The authors present an empirical study that contradicts this assertion. The authors' findings suggest that advertisers need not take full advantage of the enhanced capabilities of the medium to produce effective web advertising. Given equal opportunity for exposure to the target audience, the same advertisements were equally effective in print and on the web. However, for promotional material that consumers would not classify as advertising, evaluations were lower when the material was presented on the web. The authors propose a plausible explanation for this apparent paradox. |
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