URLs in advertising: Australia vs. US

Date of this Version


Document Type

Conference Proceeding

Publication Details

Jones, M.Y., Gabler, J. and Holden S.J.S. (2004), “URLs in advertising: Australia vs. US”. Paper presented at AusWeb04, The Tenth Australian World Wide Web Conference, Seaworld Nara Resort, Gold Coast, Australia, July 3 - July 7, 2004.

Visit the AusWeb04 website.

Copyright © Marilyn Y. Jones, Joanna Gabler, and Stephen J.S. Holden, 2004.


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.