Online versus offline promotional communication: Evaluating the effect of medium on customer response

Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma

The effectiveness of online versus offline promotional communication is an important marketing issue.

MANAGEMENT SLANT

  • Results indicate that customers responded equally to print versus online promotional communication, such that print and online flyers elicited the same customer response in terms of purchase behavior and memory.
  • Results suggest that retail...

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