Abstract

Real World Experiment on the effects of Internet Banner Ad vs. Magazine Ad Are They Effective?

Jungsik Cho, Ph.D.
Professor, Dept. of Advertising and Public Relations, Chungang University

The purpose of this study is to evaluate the effects of internet banner advertising and magazine advertising under real world setting. After spending an optimum amount of budget on internet and magazine advertising with the control of scheduling pattern, advertising brand and creativity, advertising effectiveness survey was conducted. During the period of May, 2004 and June, 2005, a total of eight brands' campaigns in each medium were studied and a total of 800 respondents were involved in this study. Advertising unaided recall, aided recall, recognition, attitude toward advertising and purchase intention were our dependent variables and type of media, brand power, and audience age were our independent variables.

The results indicated that internet advertising and magazine advertising are pretty compatible and in some areas such as cognitive dimension internet advertising was more effective. This study also explored the effectiveness of internet banner advertisement based on brand power and age. The results showed that advertising with strong brand was more effective and younger age groups were more responsive to the banner advertising. The author believes that these results had given better and useful understanding of internet advertising effectiveness to advertising practitioners and researchers.

Key Word : Media Planning, Internet Advertising, Advertising Effects