Assessing the Impact of Offline URL Advertising

Topics:
Internet Advertising
Tags:
Impact,
Internet,
Internet User,
Site
Source:
Ghent University

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Overview: To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a higher knowledge of the site, show a more positive attitude towards the site, and indicate a higher intention to visit/revisit the site. Remarkably, offline URL advertising not only is able to attract internet users to the site the first time, but also to generate an impact over and above site experience by increasing the likelihood of revisiting the site.

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Format: PDF | Size: 278KB | Date: Jan 2003 | Pages: 27

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