The effectiveness of online versus offline promotional communication is an important marketing issue. This study estimated the effect of online versus print promotional communication on customer response. It employed a field experiment comparing the effectiveness of print versus online store flyers to evaluate the memory and actual shopping behavior of more than 9,000 retail customers. Evidence shows that print and online flyers achieved equal results in terms of purchase behavior and memory. The findings thus suggest that retailers and brands can focus on cost and reach when making investment decisions about print and online advertising.
Online versus Offline Promotional Communication: Evaluating the Effect of Medium On Customer Response / Marco Ieva; Cristina Ziliani; Juan Carlos Gázquez-Abad; Ida, D'Attoma. - In: JOURNAL OF ADVERTISING RESEARCH. - ISSN 0021-8499. - ELETTRONICO. - October, 2017:(2017), pp. 1-10.
Online versus Offline Promotional Communication: Evaluating the Effect of Medium On Customer Response
D'ATTOMA, IDA
2017
Abstract
The effectiveness of online versus offline promotional communication is an important marketing issue. This study estimated the effect of online versus print promotional communication on customer response. It employed a field experiment comparing the effectiveness of print versus online store flyers to evaluate the memory and actual shopping behavior of more than 9,000 retail customers. Evidence shows that print and online flyers achieved equal results in terms of purchase behavior and memory. The findings thus suggest that retailers and brands can focus on cost and reach when making investment decisions about print and online advertising.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
