The Web is emerging as a new advertising medium vying strongly with the mor
e traditional media. Despite the Web's capability of becoming a potentially
powerful medium, there is little empirical research into the effectiveness
of the Web compared with other advertising media. Using correspondence ana
lysis and cluster-analysis techniques, this paper explores how Web managers
perceive the Web site in relation to eight traditional media on ten key me
dia attributes. Findings delineate the effective features of the Web site v
is-a-vis traditional media. Managerial implications of the findings are dis
cussed.