Internet and Magazine Advertising: Integrated Partnerships or Not?
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...
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| Veröffentlicht in: | Journal of advertising research 2004-12, Vol.44 (4), p.317-326 |
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| container_end_page | 326 |
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| container_issue | 4 |
| container_start_page | 317 |
| container_title | Journal of advertising research |
| container_volume | 44 |
| creator | KANSO, ALI M. NELSON, RICHARD ALAN |
| description | 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. |
| doi_str_mv | 10.1017/S002184990404036X |
| format | Article |
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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
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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.</description><subject>Advertising</subject><subject>INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS</subject><subject>Integration</subject><subject>Marketing management</subject><subject>Mixed media</subject><subject>Online advertising</subject><subject>Print advertising</subject><subject>Statistical analysis</subject><subject>Studies</subject><subject>Websites</subject><issn>0021-8499</issn><issn>1740-1909</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2004</creationdate><recordtype>article</recordtype><recordid>eNp1UEtLAzEQDqJgrf4Ab8H76kyT3SRepBYfhfoAFbwt2d3pusVma5IK-uvdpQUPInMYhu_FfIwdI5wioDp7AhihlsaA7EZkrztsgEpCggbMLhv0cNLj--wghAV0N6TpgF1OXSTvKHLrKn5na_vdOOLj6pN8bELj6nPeU2pvI1X80froyIe3ZhV46_l9Gy8O2d7cvgc62u4he7m-ep7cJrOHm-lkPEtKgVlMEEUKpSxMJrVINRWV1sYKCVBqoVVRzbNRhkpII4QkGBVEVhlVyhRSZUophuxk47vy7ceaQswX7dq7LjLvfkGpBEJHwg2p9G0Inub5yjdL679yhLxvKv_TVKcRW41dFr6pavp1_l_1A4Y4aK0</recordid><startdate>200412</startdate><enddate>200412</enddate><creator>KANSO, ALI M.</creator><creator>NELSON, RICHARD ALAN</creator><general>Cambridge University Press</general><general>Advertising Research Foundation</general><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>200412</creationdate><title>Internet and Magazine Advertising: Integrated Partnerships or Not?</title><author>KANSO, ALI M. ; NELSON, RICHARD ALAN</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c316t-11350c4b9648358ebd889a3400c8387bdf62617349334e02beea797c450579c43</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2004</creationdate><topic>Advertising</topic><topic>INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS</topic><topic>Integration</topic><topic>Marketing management</topic><topic>Mixed media</topic><topic>Online advertising</topic><topic>Print advertising</topic><topic>Statistical analysis</topic><topic>Studies</topic><topic>Websites</topic><toplevel>online_resources</toplevel><creatorcontrib>KANSO, ALI M.</creatorcontrib><creatorcontrib>NELSON, RICHARD ALAN</creatorcontrib><collection>CrossRef</collection><jtitle>Journal of advertising research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>KANSO, ALI M.</au><au>NELSON, RICHARD ALAN</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Internet and Magazine Advertising: Integrated Partnerships or Not?</atitle><jtitle>Journal of advertising research</jtitle><addtitle>J. Adv. Res</addtitle><date>2004-12</date><risdate>2004</risdate><volume>44</volume><issue>4</issue><spage>317</spage><epage>326</epage><pages>317-326</pages><issn>0021-8499</issn><eissn>1740-1909</eissn><coden>JADRAV</coden><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.</abstract><cop>New York, USA</cop><pub>Cambridge University Press</pub><doi>10.1017/S002184990404036X</doi><tpages>10</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0021-8499 |
| ispartof | Journal of advertising research, 2004-12, Vol.44 (4), p.317-326 |
| issn | 0021-8499 1740-1909 |
| language | eng |
| recordid | cdi_proquest_journals_205147310 |
| source | Business Source Complete |
| subjects | Advertising INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS Integration Marketing management Mixed media Online advertising Print advertising Statistical analysis Studies Websites |
| title | Internet and Magazine Advertising: Integrated Partnerships or Not? |
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