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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Observing Online Responses to Internet Advertising after Exposure to Magazine Advertising

Observing Online Responses to Internet Advertising after Exposure to Magazine Advertising
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Author(s): Linda Jo Calloway (Pace University, USA)and Helen H. Li (Pace University, USA)
Copyright: 2003
Pages: 4
Source title: Information Technology & Organizations: Trends, Issues, Challenges & Solutions
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-066-0.ch076
ISBN13: 9781616921248
EISBN13: 9781466665330


Advertising is an important tool to alert consumers about products and services. Before the Internet era, firms used traditional media such as television, print, radio, and/or billboard to get their messages to their audiences. Since 1994, firms have begun to advertise their products and services on the Internet. Internet advertising can reach a wide variety of audiences, while traditional advertising is targeted to specific consumer segments. It is valuable to firms if they know which types of advertising are the most effective, and whether there are synergies among different media. This paper reports the results of a pilot study field experiment that interviewed and observed fourteen respondents surfing the web. Half were exposed to print magazine advertising and all were asked to browse the Internet for 15 minutes. The study explores the online behavior and advertisement recall of users exposed to print advertising and Internet advertising, and to assess the study design. The results show evidence that traditional advertising (print) does not contribute to the effectiveness of Internet advertising, that the recall of print ads is higher than the recall for Internet advertising, and that many of the participants do not pay much attention to the ads as they surf on the Internet. These results are indicative only, since this is a pilot study that has limitations.

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