Online versus offline promotional communication: Evaluating the effect of medium on customer response

The effectiveness of online versus offline promotional communication is an important marketing issue.

MANAGEMENT SLANT

  • Results indicate that customers responded equally to print versus online promotional communication, such that print and online flyers elicited the same customer response in terms of purchase behavior and memory.
  • Results suggest that retail and brand investment in print and online advertising can be based on cost and reach considerations only. Print and online advertisements can be complementary as long as they are employed to target different audiences.