THE ROLE AND EFFECT OF WEB ADDRESSES IN ADVERTISING

This research among users and nonusers of the Internet examines the ef fects of URLs (Uniform Resource Locators) in traditional mass media ad vertising. It measures recognition of Web addresses, the image of adve rtisers who use them, the likelihood and reasons consumers will access the Web page, and effect on brand name memorability. Various industri es-including travel, financial, computer, home improvement, automotive , food, health, cosmetic, and telecommunications-are evaluated.