Comparing the Effectiveness of the Web Site with Traditional Media
本研究通过对应分析和聚类分析，探讨网站经理如何将网站与八种传统媒体在十个关键属性上进行比较，揭示网站相对于传统媒体的有效特征，对营销管理者有参考价值。
The Web is emerging as a new advertising medium vying strongly with the more traditional media. Despite the Web's capability of becoming a potentially powerful medium, there is little empirical research into the effectiveness of the Web compared with other advertising media. Using correspondence analysis and cluster-analysis techniques, this paper explores how Web managers perceive the Web site in relation to eight traditional media on ten key media attributes. Findings delineate the effective features of the Web site vis-a-vis traditional media. Managerial implications of the findings are discussed.