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Advertisers are recognizing the World Wide Web as a valuable addition to their “tool box” of advertising media. However, whether traditional advertising relates creatively to communication efforts on the Web have yet to be assessed. This study explores the extent to which advertisers integrate messages between traditional advertisements and websites. Since consumers are exposed to a product or service initially through an “offline” method, it would appear beneficial for the communication potential of the offline advertisement to be carried to the online message. This study investigated the print advertisements and websites of over 180 advertisers. To do so, the study used principles found in the literature of Integrated Marketing Communications to assess the current status of integration between the print advertisements and websites. The study identified elements that advertisers appear to successfully integrate between the two media as well as areas where advertisers need to focus on improving the integration.
Sheehan et al. (2001) studied this question.