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    Assessing the impact of offline url advertising

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    Publication type
    Working paper
    Author
    Geuens, Maggie
    Vantomme, D.
    Weijters, Bert
    Goessaert, Geert
    Publication Year
    2003
    Publication Issue
    4
    Publication Number of pages
    26
    
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    Abstract
    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 higher knowledge of the site, show a more positive attitude towards the site, and indicate a higher intention to visit/revisit the site. Remarkably, offline URL advertising not only is able to attract internet users to the site the first time, but also to generate an impact over and above site experience by increasing the likelihood of revisiting the site. For internet non-users, offline URL advertising is significantly less effective.
    Keyword
    Consumer Behaviour
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/940
    Other links
    http://public.vlerick.com/Publications/0cc6cd6f-69a9-e011-8a89-005056a635ed.pdf
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    Research Communication

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