Marilyn Y. Jones, Assistant Professor, Faculty of Business, Bond University, Gold Coast, 4229. Email: mjones@bond.edu.au
Joanna Gabler, 636 Columbia, Houston, TX 77007, USA, Email: joanna_gabler@yahoo.com
Stephen J.S. Holden, Associate Professor, Faculty of Business, Bond University, Gold Coast, 4229. Email: sholden@bond.edu.au
Internet marketing, URL, advertising, cross-cultural.
This study analyses ads taken from eight popular magazines in
Australia and eight popular magazines in the US to see the extent to
which offline advertising makes mention of websites and/or advertises
specific websites. Magazines from two years, 2000 and 2004, were
compared to examine this issue over time as well across
countries. As expected, results show marked increases in the
mention of web activity in offline advertising, significant differences
between Australia and the US, and substantial differences across
product category for each country. The need to explore the actual
offline advertising in concert with consumer awareness and usage is
suggested.
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