The influence of media on advertising effectiveness A comparison of internet, posters and radio

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The advertisement copies were developed specifically for this study by a professional agency. Advertisements were developed to utilise specific medium characteristics, and the control of advertisement content was attained through the brief. Furthermore, the relative quality of the advertisements was used as a covariate in the analysis of media effects. The test situation reflected a high elaboration condition in that the respondents were asked to assess presented ads on various outcome variables. The results indicate that both advertising media and the relative quality of the advertisements presented in the various media influence the effectiveness of the advertisements. Internet and posters were found to be more effective advertising media than radio.