Assessing the impact of offline URL advertising

Maggie Geuens, D. Vantomme (), G. Goessaert and Bert Weijters

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a higher knowledge of the site, show a more positive attitude towards the site, and indicate a higher intention to visit/revisit the site. Remarkably, offline URL advertising not only is able to attract internet users to the site the first time, but also to generate an impact over and above site experience by increasing the likelihood of revisiting the site. For internet non-users, offline URL advertising is significantly less effective.

Pages: 27 pages
Date: 2003-01
New Economics Papers: this item is included in nep-ind and nep-net
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Citations: View citations in EconPapers (1)

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Working Paper: Assessing the impact of offline URL advertising (2003)
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