Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

James C. Tsao and Stanley D. Sibley

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 126-142

Abstract: This study measured to what extent consumers used the internet to displace or reinforce the use of other media as sources of advertising information. The sample was 2,032 households from 5,031 households randomly selected from a midwestern state. The results showed that although internet advertising provided many unique features, it has not displaced most media as sources of advertising information. Many consumers found that internet advertising was a complementary medium based on their favorable attitudes or frequent use of other media advertising. The research also indicated that the reinforcement effects will be likely more evident for the future use of internet advertising associated with the use of billboards, direct mail, magazines, and television. However, the displacement effects may continue to occur for the future use of internet advertising associated with the future use of free community papers and weekly paid papers as advertising sources.

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