URLs in advertising: Australia vs. US
Date of this Version
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.