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Internet and Magazine Advertising: Integrated Partnerships or Not?

Published online by Cambridge University Press:  15 April 2005

ALI M. KANSO  and
RICHARD ALAN NELSON
ALI M. KANSO
Affiliation:
The University of Texas at San Antonio, akanso@utsa.edu
RICHARD ALAN NELSON
Affiliation:
Louisiana State University and A&M College, Rnelson@LSU.edu
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Abstract

This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements. It also analyzes the extent of integration between websites and print advertisements in six major U.S. magazines. In creating an online commercial site, it is important to recognize that the internet requires different marketing and advertising practices than those used in traditional media. Mixed-media advertising necessitates coordinated efforts between those managing the website and those designing advertisements for other media. The findings suggest that marketers are not exploiting all possible benefits of their websites by not adequately integrating print and online advertising efforts.

Type
INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS
Information
Journal of Advertising Research , Volume 44 , Issue 4 , December 2004 , pp. 317 - 326
Copyright
© Copyright © 1960-2004, The ARF

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