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...