This research among users and nonusers of the Internet examines the effects of URLs (Uniform Resource Locators) in traditional mass media advertising. It measures recognition of Web addresses, the image of advertisers who use them, the likelihood and reasons consumers will access the Web page, and effect on brand name memorability. Various industries—including travel, financial, computer, home improvement, automotive, food, health, cosmetic, and telecommunications—are evaluated.
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Maddox et al. (1997) studied this question.
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