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

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

Research output: Contribution to journalArticle

57 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 languageEnglish (US)
Pages (from-to)822-835
Number of pages14
JournalJournalism and Mass Communication Quaterly
Volume75
Issue number4
DOIs
StatePublished - Jan 1 1998

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All Science Journal Classification (ASJC) codes

  • Communication

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