Effects of URLs in traditional media advertising in China

Abstract

Purpose

This research examines how URLs in Chinese mass media advertising affect noticeability, perceptions and behavior among internet users and non‐users.

Design/methodology/approach

It uses advertising effectiveness measures to investigate the perceived effects of URLs in traditional media advertising. Six hundred and twenty‐seven random telephone interviews among adult internet users and non‐users were conducted in Beijing, Guangzhou, and Shanghai.

Findings

Results showed the inclusion of a URL in an ad enhanced brand perceptions and increased consumers' likelihood to visit the web site.

Research limitations/implications

Limitations include a low response rate, self‐reported data, and limited analysis of internet users and non‐users. Future research could use an experimental design and update data as web presence and internet usage grows.

Practical implications

This research adds to knowledge about web advertising in China and suggests that marketers may benefit from an early web presence.

Originality/value

It suggests that marketers need to be more strategic about how web presence affects brand perception among users and non‐users of the internet.

Citation

Maddox, L.M. and Gong, W. (2005), "Effects of URLs in traditional media advertising in China", International Marketing Review, Vol. 22 No. 6, pp. 673-692. https://doi.org/10.1108/02651330510630285