This thesis, through an experiment of 108 subjects, studies the relationship between the presence of a Uniform Resource Locator (URL or web address) in newspaper advertisements and perception of the product advertised as well as the likelihood to act on the advertisement. The findings reveal URLs do in fact have an effect on perception, although, as it is suggested in the theoretical framework, it does not necessarily induce the subjects to act on the ad. This study also finds there is a stronger inclination for perception change to take place versus the likelihood for consumers to either seek more information or make a purchase of the brand advertised.
The results indicate brands are much less likely to be considered high-tech or cutting edge when a URL is included in a newspaper advertisement. This is a departure from earlier work that suggested the inclusion of such URLs would have a positive effect on brand value and/or the perception of the company sponsoring the advertisement. The findings also indicate advertisers may have to change the way they present the use of a companys Web technology. The magic bullet of positive associations with technology in the minds of consumers is losing its efficacy from decreased sensitivity to URL saturation in print ads.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-0131102-132358 |
| Date | 31 January 2002 |
| Creators | Melancon, Neil |
| Contributors | Richard Nelson, Xigen Li, Stephen Banning |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-0131102-132358/ |
| Rights | unrestricted, I hereby grant to LSU or its agents the right to archive and to make available my thesis or dissertation in whole or in part in the University Libraries in all forms of media, now or hereafter known. I retain all proprietary rights, such as patent rights. I also retain the right to use in future works (such as articles or books) all or part of this thesis or dissertation. |
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