GEUENS, M.; VANTOMME, D.; GOESSAERT, G.; WEIJTERS, B. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2003
To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a...