The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion.

The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web

Katherine Gallagher,K. Dale FosterandJeffrey ParsonsMemorial University of Newfoundland

One of the most exciting things about the world wide web is that,...