The Influence of Media on Advertising Effectiveness a Comparison of Internet, Posters and Radio

  title={The Influence of Media on Advertising Effectiveness a Comparison of Internet, Posters and Radio},
  author={Herbj{\o}rn Nysveen and Einar Breivik},
  journal={International Journal of Market Research},
  pages={381 - 404}
This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The advertisement copies were developed specifically for this study by a professional agency. Advertisements were developed to utilise specific medium characteristics, and the control of advertisement content was attained through the brief. Furthermore, the relative quality of the advertisements was used as a… Expand

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