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...