Cross Media Promotion of the Internet in Television Commercials

Abstract

Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of web site addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other forms of direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining web site addresses for their size, length, positioning, frequency, product category representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media can be measured. Results indicate that advertisers may be returning to a bullet theory mentality, believing that if consumers are hit with a web address, they will visit the site. In this study, internet addresses analyzed were usually quite small, flashed quickly, and lacked any kind of support as to why consumers should want to visit a company's internet site. Implications for advertisers and suggestions for future cross media promotion of internet sites are provided.

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