PT  - JOURNAL ARTICLE
AU  - Joseph A. Bellizzi
TI  - Drawing Prospects to E-Commerce Websites
AID  - 10.2501/JAR-40-1-2-43-53
DP  - 2000 Jan 01
TA  - Journal of Advertising Research
PG  - 43--53
VI  - 40
IP  - 1-2
4099  - http://www.journalofadvertisingresearch.com/content/40/1-2/43.short
4100  - http://www.journalofadvertisingresearch.com/content/40/1-2/43.full
SO  - J Advert Res2000 Jan 01; 40
AB  - As marketing moves into the internet era, new research projects are needed to learn what works best in E-commerce. This study investigates an unexplored area: executing Jutkins' (1999) suggestion to use traditional advertising media to promote a website. Five different traditional direct mail advertisements were developed and sent out to prospects to determine which type of advertisement, if any, could draw more customers to a commercial website. Each of the five advertisements promoted a distinct website address (URL) so to provide an accurate calculation of website ‘hits’ produced by each of the test advertisements. A postal questionnaire survey was also reported.