Does Web Advertising Work? Memory for Print vs. Online Media

Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was ex...

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Bibliographic Details
Published inJournalism & mass communication quarterly Vol. 75; no. 4; pp. 822 - 835
Main Authors Sundar, S. Shyam, Narayan, Sunetra, Obregon, Rafael, Uppal, Charu
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.12.1998
SAGE PUBLICATIONS, INC
Subjects
Advertisements
Advertising
Audiences
Auditory Stimuli
Cognitive Processes
Communication
Communication Research
Comparative Analysis
Computers
Definitions
Delivery Systems
Effectiveness
Electronic Text
Experiments
Higher Education
Information processing
Information Services
Mass Media
Memory
Online advertising
Predictor Variables
Recall (Psychology)
Receivers & amplifiers
Stimuli
Studies
Television
Television advertising
Text Structure
Visual Stimuli
Online AccessGet full text
ISSN1077-6990
2161-430X
DOI10.1177/107769909807500414

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Summary:Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1077-6990
2161-430X
DOI:10.1177/107769909807500414