Does Web Advertising Work? Memory for Print vs. Online Media-Reference-Cited by-同舟云学术

Does Web Advertising Work? Memory for Print vs. Online Media

Published:1998-12 Issue:4 Volume:75 Page:822-835
ISSN:1077-6990
Container-title:Journalism & Mass Communication Quarterly
language:en
Short-container-title:Journalism & Mass Communication Quarterly

Author:

Sundar S. Shyam¹,Narayan Sunetra¹,Obregon Rafael¹,Uppal Charu¹

Affiliation:

1. Media Effects Research Laboratory at the College of Communications, Pennsylvania State University.

Abstract

Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.

Publisher

SAGE Publications

Subject

Communication

Link

http://journals.sagepub.com/doi/pdf/10.1177/107769909807500414

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