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Assessing the impact of offline URL advertising

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Author Info
M. GEUENS ()
D. VANTOMME ()
G. GOESSAERT
B. WEIJTERS

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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.

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Publisher Info
Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 03/163.

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Length: 27 pages
Date of creation: Jan 2003
Date of revision:
Handle: RePEc:rug:rugwps:03/163

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(2), pages 144-59, September.
  2. M. Brengman & M. Geuens & B. Weijters & S. M. Smith & R. Swinyard, 2003. "Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/205, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
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  3. Schmitt, Bernd H & Zhang, Shi, 1998. " Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(2), pages 108-22, September.
  4. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(1), pages 34-51, June.
  5. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
  6. Meyers-Levy, Joan & Tybout, Alice M, 1997. " Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 24(1), pages 1-14, June.
  7. Johar, Gita Venkataramani & Simmons, Carolyn J, 2000. " The Use of Concurrent Disclosures to Correct Invalid Inferences," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 26(4), pages 307-22, March.
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  1. D. Van Den Poel, 2003. "Predicting Mail-Order Repeat Buying: Which Variables Matter?," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/191, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
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