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

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  • TSAO, JAMES C.
  • SIBLEY, STANLEY D.

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.

Suggested Citation

  • Tsao, James C. & Sibley, Stanley D., 2004. "Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 126-142, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:126-142_04
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    Cited by:

    1. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 0. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-26.
    2. Richa Sharma Vyas & N. P. Singh & Shilpi Bhabhra, 2007. "Media Displacement Effect: Investigating the Impact of Internet on Newspaper Reading Habits of Consumers," Vision, , vol. 11(2), pages 29-40, April.
    3. Lin, Wan-Ying & Zhang, Xinzhi & Jung, Joo-Young & Kim, Yong-Chan, 2013. "From the wired to wireless generation? Investigating teens’ Internet use through the mobile phone," Telecommunications Policy, Elsevier, vol. 37(8), pages 651-661.
    4. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
    5. Satoshi Kitamura, 2013. "The Relationship Between Use of the Internet and Traditional Information Sources," SAGE Open, , vol. 3(2), pages 21582440134, May.

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