RT Journal Article SR Electronic T1 Drawing Prospects to E-Commerce Websites JF Journal of Advertising Research JO J Advert Res FD WARC SP 43 OP 53 DO 10.2501/JAR-40-1-2-43-53 VO 40 IS 1-2 A1 Joseph A. Bellizzi YR 2000 UL http://www.journalofadvertisingresearch.com/content/40/1-2/43.abstract 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.