A Tale of Two Studies: 'Replicating Advertising Effectiveness and Content Evaluation in Print and on the Web

K. Dale Foster, Jeffrey Parsons and Katherine Gallagher

We replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000).

A Tale of Two Studies: Replicating ‘Advertising Effectiveness and Content Evaluation in Print and on the Web’

Katherine Gallagher, Jeffrey Parsons and K. Dale Foster Memorial University of Newfoundland.

Some researchers (for example, Ghose and Dhu, 1998; Grossman, 1994; Hoffman and Novak, 1996; Leong, Huang, and Stanners, 1998) have argued that traditional principles of mass media advertising do not apply on the web. According to this perspective, in order for advertising to be effective on the web, it must be adapted and reconstructed in ways that involve more than continuous innovation of existing approaches. In...

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