Does web advertising work? Memory for print vs. online media

S. Shyam Sundar; Sunetra Narayan; Rafael Obregon; Charu Uppal

doi:10.1177/107769909807500414

Does web advertising work? Memory for print vs. online media

S. Shyam Sundar, Sunetra Narayan, Rafael Obregon, Charu Uppal

Film-Video and Media Studies

Research output: Contribution to journal › Article › peer-review

71 Scopus citations

Abstract

Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.

Original language	English (US)
Pages (from-to)	822-835
Number of pages	14
Journal	Journalism and Mass Communication Quaterly
Volume	75
Issue number	4
DOIs	https://doi.org/10.1177/107769909807500414
State	Published - 1998

All Science Journal Classification (ASJC) codes

Communication

Access to Document

10.1177/107769909807500414

Cite this

@article{b05db235fc4a46409b4677e158f89e58,

title = "Does web advertising work? Memory for print vs. online media",

abstract = "Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.",

author = "Sundar, {S. Shyam} and Sunetra Narayan and Rafael Obregon and Charu Uppal",

year = "1998",

doi = "10.1177/107769909807500414",

language = "English (US)",

volume = "75",

pages = "822--835",

journal = "Journalism and Mass Communication Quaterly",

issn = "1077-6990",

publisher = "Association for Education in Journalism and Mass Communication",

number = "4",

}

TY - JOUR

T1 - Does web advertising work? Memory for print vs. online media

AU - Sundar, S. Shyam

AU - Narayan, Sunetra

AU - Obregon, Rafael

AU - Uppal, Charu

PY - 1998

Y1 - 1998

N2 - Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.

AB - Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front-page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.

UR - http://www.scopus.com/inward/record.url?scp=0001194872&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0001194872&partnerID=8YFLogxK

U2 - 10.1177/107769909807500414

DO - 10.1177/107769909807500414

M3 - Article

AN - SCOPUS:0001194872

SN - 1077-6990

VL - 75

SP - 822

EP - 835

JO - Journalism and Mass Communication Quaterly

JF - Journalism and Mass Communication Quaterly

IS - 4

ER -

Does web advertising work? Memory for print vs. online media

Abstract

All Science Journal Classification (ASJC) codes

Access to Document

Other files and links

Fingerprint

Cite this