This classic study looks at the extent to which consumer use of the Internet displaces or reinforces the use of other media as sources of advertising information.
Print ad content was recognized at a higher level than what was delivered online. Though Internet advertising was a novelty in 1998, the ability to see the full ad in printed format remains a strong point of the medium.
This classic academic study, which still holds true based on more current studies, finds It would be a costly mistake for Internet companies to rely solely on online advertising to build awareness and generate traffic.
Experiential experiences (shopping) and peer influence (word-of-mouth) beat paid media advertising as the top sources of information for many product categories. A hidden media impact might be the use of retail direct mail, ROP retail ads in newspapers, and insert media that drive store visits. The Internet, with its viral marketing capabilities, may be a medium to use to drive word-of-mouth sources of information.
