Original paper
Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
Abstract
ABSTRACT
This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising information. The sample was 2,032 households from 5,031 households randomly selected from a midwestern state. The results showed that although internet advertising provided many unique features, it has not displaced most media as sources of advertising information. Many consumers found that...Paper Details
Title
Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
Published Date
Mar 1, 2004
Volume
44
Issue
1
Pages
126 - 142
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Notes
History