Marketing More with Less?

This is the authors' abstract. We don't add key points for this paper.

This research examines how online advertisers are taking advantage of the potential benefits of webpages. It also analyzes the extent of integration between websites and print advertisements in six major U.S. magazines. The findings suggest that marketers are not using all possible benefits of their websites. Furthermore, the study reveals a lack of integration between print and online advertising. Many of the identified weaknesses seem to be influenced by applying traditional advertising strategies to the dynamic web environment, while ignoring the unique features of the medium's interactive nature.