The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts?

Cross-media advertising has received wide attention from practitioners over the last years, but there are only few experimental studies that analyze the effectiveness of integrating online and print advertising.

The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts?

Lea M. Wakolbinger and Michaela Denk University of Vienna

Klaus Oberecker MindTake New Media Consulting GmbH

INTRODUCTION

With the emergence of the internet, online advertising has received strong interest from both researchers and practitioners. Whereas advertising in newspapers has been a well-established practice for more than 100 years, online advertising activities first started in 1994 (DoubleClick, 2005). Some 15 years later, digital advertising now is an integral part of the global advertising market.

Some quantitative proof: Revenues of U.S. online...

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