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Internet and Magazine Advertising: Integrated Partnerships or Not?

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  • KANSO, ALI M.
  • NELSON, RICHARD ALAN

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.

Suggested Citation

  • Kanso, Ali M. & Nelson, Richard Alan, 2004. "Internet and Magazine Advertising: Integrated Partnerships or Not?," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 317-326, December.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:317-326_04
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