The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web
研究发现，在同等曝光机会下，相同广告在印刷和网络上的效果无差异；但消费者对非广告类促销材料的评价在网上更低，并对此悖论提出解释。
<h3>ABSTRACT</h3> Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers need not take full advantage of the enhanced capabilities of the medium to produce effective web advertising. Given equal opportunity for exposure to the target audience, the same advertisements were equally effective in print and on the web. However, for promotional material that consumers would not classify as advertising, evaluations were lower when the material was presented on the web. We propose a plausible explanation for this apparent paradox.