The influence of media on advertising effectiveness a comparison of internet, posters and radio

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel.
  

The Influence of Media on Advertising Effectiveness

A Comparison of Internet, Posters and Radio

Herbjørn Nysveen and Einar BreivikNorwegian School of Economics and Business Administration

INTRODUCTION

Research on the comparative effects of different advertising media has to a large extent focused on the persuasive effectiveness of different media such as print, radio and television (Wright 1974; Liu & Stout 1987; Stafford & Day 1995; see also Taylor & Thompson 1982). Advertising effectiveness is typically measured as attitude towards the advertised product/service, attitude towards the advertisement, and intention to purchase the advertised product/service. Recently the development...

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