Does web advertising work? Memory for print vs. online media

Authors
Sundar, SS Narayan, S Obregon, R Uppal, C
Citation
Ss. Sundar et al., Does web advertising work? Memory for print vs. online media, JOURN MASS, 75(4), 1998, pp. 822-835
Citations number
63
Categorie Soggetti
Communication
Journal title
JOURNALISM & MASS COMMUNICATION QUARTERLY
ISSN journal
10776990 → ACNP
Volume
75
Issue
4
Year of publication
1998
Pages
822 - 835
Database
ISI
SICI code
1077-6990(199824)75:4<822:DWAWMF>2.0.ZU;2-N
Abstract
Is memory for an advertisement related to the medium in which the ad was vi ewed? A between-subjects Experiment (N = 48) was designed to answer this qu estion. One-half of the subjects was exposed to a print newspaper front-pag e with two news stories and one advertisement whereas the other half was ex posed to the online version Of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.