The Influence of Media on Advertising Effectiveness

A Comparison of Internet, Posters and Radio

Herbjørn Nysveen and Einar Breivik
Norwegian 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 of the internet has resulted in an increased interest in the effects of media in advertising (Ducoffe 1996; Briggs & Hollis 1997; Singh & Dalal 1999; Dahlen & Bergendahl 2001; Dou et al. 2001; Chen et al. 2002; Cho 2003; Pashupati & Lee 2003). However, only a few studies include a comparison of the effectiveness of traditional media with internet and interactive media (Brackett & Carr 2001; Gallagher, Foster & Parsons 2001; Gallagher, Parsons & Foster 2001; Yoon & Kim 2001; Kaid 2002). Typically, these studies reveal marginal differences in advertising effectiveness across media. Previous studies comparing the effectiveness of advertisements presented in traditional media (i.e. print, radio) have also identified few and generally weak effects of the media on product attitudes (Wright 1974; Taylor & Thompson 1982; Liu & Stout 1987; Stafford & Day 1995). The lack of findings with respect to media effects is somewhat surprising given the importance most practitioners and laymen attach to the media.