Effects of URLs in traditional media advertising in China

Purpose - This research examines how URLs in Chinese mass media advertising affect noticeability, perceptions and behavior among internet users and non-users. Design/methodology/approach - It uses advertising effectiveness measures to investigate the perceived effects of URLs in traditional media advertising. Six hundred and twenty-seven random telephone interviews among adult internet users and non-users were conducted in Beijing, Guangzhou, and Shanghai. Findings - Results showed the inclusion of a URL in an ad enhanced brand perceptions and increased consumers' likelihood to visit the web site. Research limitations/implications - Limitations include a low response rate, self-reported data, and limited analysis of internet users and non-users. Future research could use an experimental design and update data as web presence and internet usage grows. Practical implications - This research adds to knowledge about web advertising in China and suggests that marketers may benefit from an early web presence. Originality/value - It suggests that marketers need to be more strategic about how web presence affects brand perception among users and non-users of the internet.