RT Journal Article
SR Electronic
T1 Online versus Offline Promotional Communication
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 338
OP 348
DO 10.2501/JAR-2017-040
VO 58
IS 3
A1 Marco Ieva
A1 Cristina Ziliani
A1 Juan Carlos Gázquez-Abad
A1 Ida D'Attoma
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/3/338.abstract
AB The effectiveness of online versus offline promotional communication is an important marketing issue. This study estimated the effect of online versus print promotional communication on customer response. It employed a field experiment comparing the effectiveness of print versus online store flyers to evaluate the memory and actual shopping behavior of more than 9,000 retail customers. Evidence shows that print and online flyers achieved equal results in terms of purchase behavior and memory. The findings thus suggest that retailers and brands can focus on cost and reach when making investment decisions about print and online advertising.