TITLE

Memory for Advertising and Information Content: Comparing the Printed Page to the Computer Screen

AUTHOR(S)
Jones, Marilyn Y.; Pentecost, Robin; Requena, Gabrielle
PUB. DATE
January 2003
SOURCE
Advances in Consumer Research;2003, Vol. 30 Issue 1, p295
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Abstract
ABSTRACT
Increasingly, the Internet is used for marketing communication, making one wonder how the Internet compares to other marketing media with respect to traditional measures of communication effectiveness--i.e, memory, attitude, and intention to buy. Frameworks for research on online advertising have highlighted the importance of interactivity (Pavlou and Stewart 200, Rodgers and Thorson 2000), consumer control (Pavlou and Stewart 200, Rodgers and Thorson 2000), and consumer tasks (Rodgers and Thorson 2000) for driving needed changes in measuring effectiveness of online advertising. Essential differences notwithstanding, these models continue to acknowledge the roles of traditional measures, including memory for information. Firms clearly benefit from the breadth of reach and immediate access to their target audiences but few studies have measured differences for identical content and layout disseminated in a paper versus an online form. Conflicting results for the effect of medium (online advertising versus print) on memory emerge from recent studies. In lab settings, there is evidence for no memory differences (Gallagher, Parsons and Foster 2001a) and also for memory differences (Sundar, Narayan, Obregon and Uppal. 1998). Field settings show memory differences (Gallagher et al. 2001a, Gallagher, Foster and Parsons 2001b), particularly for less experienced users (Gallagher et al. 2001b). None of these have isolated the display medium itself. Further, advertising responses and responses to product information have not yet been clearly distinguished, although Sundar et al. 1998 found that a blended measure of recall and recognition showed a difference for ads but not informative content. Thus, it is unclear whether one medium is superior to another for evoking consumer responses and whether this would...
ACCESSION #
11237678

 

Related Articles

  • Is Outdoor Advertising Fading Out in the Digital Era? Fanny Sau-Lan Cheung; Wing-Fai Leung // Annual International Conference on Business Strategy & Organizat;2013, p28 

    This paper examines cross-cultural differences in attitudes toward outdoor advertising and investigates the effects of different belief factors on consumer attitudes. Hofstede's (2001) cultural differences and cognitive dissonance theory are applied for the analysis. Data were collected from...

  • Now the customer really is the king. Johnston, Norm // Marketing Week;10/26/2006, Vol. 29 Issue 43, p39 

    The author reflects on the preferences of the consumers in choosing the brands that they wanted. He observed that the people are living through a marketing revolution focused on the collectivity and connectivity on the Internet. He pointed out that brands need to have one-on-one conversation...

  • Getting to Really know the Consumer. Grant, David // Broadcasting & Cable;1/5/2009, Vol. 139 Issue 1, p26 

    The article focuses on the importance of comprehensive data mining to showing the effectiveness of interactive advertising through matching consumer behavior to advertisements viewed. It is noted that analyzing and grouping into consumer profiles the collected and integrated behavioral...

  • Sorry, Not Interested.  // Direct;May2008, Vol. 20 Issue 5, preceding p1 

    The article highlights the results of a study on the attitude of consumers toward Web advertisements. Nearly six out of 10 consumers say that only 10 percent of Internet advertisements are relevant to them. 64 percent of study respondents say that they would like to see online advertisements...

  • USING EYE TRACKING TO MEASURE ONLINE INTERACTIVITY: A THEORETICAL FRAMEWORK. ROBU, Adriana-Emilia // Management Intercultural;2013, Vol. 15 Issue 1, p94 

    Notwithstanding that each and every company, even the sweetshop around the corner has found its way to the Internet, some customers still hesitate to shop online or to shop from one site and ignore the other. In order to build an online effective communication between the participants, one of...

  • Business with more than just savings. Whitson, Chris // Precision Marketing;8/24/2007, Vol. 19 Issue 20, p14 

    The author reflects on the impact of Internet marketing to consumer behavior. He cited the sale of insurance as a common product sold to people through the phone and then online. He stresses that it has been easy for people to acquire certain products but the truth is that they do not know what...

  • Internet influence on UK buying decisions grows. Charles, Gemma // Marketing (00253650);10/18/2006, p4 

    This article focuses on a new research conducted by ACNielsen, which shows that the Internet has a strong influence on British consumers' purchases of holidays, MP3 players, loans and mobile phones. The results also indicate that they don't pay much attention to advertising unless it concerns...

  • The EconoMining project at NYU: Studying the economic value of user-generated content on the internet. Ghose, Anindya; Ipeirotis, Panagiotis // Journal of Revenue & Pricing Management;Apr2009, Vol. 8 Issue 2/3, p241 

    An important use of the internet today is in providing a platform for consumers to disseminate information about products and services they buy, and share experiences about the merchants with whom they transact. Increasingly, online markets develop into social shopping channels, and facilitate...

  • Net changes who buys, but not why. Hopper, John // Marketing News;4/1/2002, Vol. 36 Issue 7, p24 

    The article focuses on consumer behavior towards advertisements on television and the Internet. Now that nearly all marketers have accepted that tapping a promotion's full potential requires strategically integrating the online and offline components, considering the differences between online...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics