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Assessing the impact of offline URL advertising

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Author Info

  • Maggie Geuens

    ()

  • Delphine Vantomme
  • Bert Weijters

    ()
    (Vlerick Leuven Gent Management School)

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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File URL: http://www.vlerick.be/en/2762-VLK/version/default/part/AttachmentData/data/vlgms-wp-2003-04.pdf
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Bibliographic Info

Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2003-4.

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Length: 26 pages
Date of creation: 12 Feb 2003
Date of revision:
Handle: RePEc:vlg:vlgwps:2003-4

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References

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  1. Schmitt, Bernd H & Zhang, Shi, 1998. " Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 108-22, 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.
  3. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 34-51, June.
  4. 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, University of Chicago Press, vol. 24(1), pages 1-14, June.
  5. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 144-59, September.
  6. 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.
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Cited by:
  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.

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