Does Web Advertising Work? Memory for Print vs. Online Media

S. Shyam Sundar · Sunetra Sen Narayan · Rafael Obregón · Charu Uppal

103 citations0/0 files storedJournalism & Mass Communication Quarterly

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

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.

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