RT Journal Article
SR Electronic
T1 The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 57
OP 70
DO 10.2501/JAR-41-4-57-70
VO 41
IS 4
A1 Katherine Gallagher
A1 K. Dale Foster
A1 Jeffrey Parsons
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/4/57.abstract
AB Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our 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. We propose a plausible explanation for this apparent paradox.