Corporate Web sites in traditional print advertisements

This study attempts to better understand how marketers are creating bridges between traditional advertising and the Internet. As such, it describes th e Web presence in print advertisement. A content analysis of 1,249 ads in 2 0 magazines found: 42 percent included Web addresses; Business Week ads wer e most likely to include Web addresses; 98 percent of print advertisements for autos included Web addresses, while office equipment advertisements (in cluding computer ads) included Web addresses only 10 percent of the time; a nd that 68 percent of Web sites were used to develop a database of potentia l customers.