Internet and Magazine Advertising: Integrated Partnerships or Not?

This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements.

Internet and Magazine Advertising: Integrated Partnerships or Not?

Ali M. Kanso The University of Texas at San Antonio

Richard Alan Nelson Louisiana State University and A&M College

INTRODUCTION

The internet phenomenon is transforming communication, growing more quickly than any previous medium or consumer electronics technology. As early as the mid 1990s, researchers recognized the internet was becoming an ideal marketing plat-form because of its interactive nature, location in both business and home, and capacity to deliver consumer services similar to those of cable and telephone companies (Anderson, 1995).

Morgan Stanley estimates there are now more than 750 million...

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