Internet measures of advertising effects: A global issue

Jon D. Morris, Chong Moo Woo, Chang Hoan Cho

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)

Abstract

A major concern about surveying on the Internet is the comparative reliability and mediated validity of the medium. To date, however, relatively little research has been conducted regarding this issue. The purpose of this study is to investigate the reliability and validity of an Ad effect measure to an Internet survey, when compared to a standard paper-and-pencil survey. The survey used SAM (the Self-Assessment Manikin) to measure emotional response to several well-known brands, and was placed on the AdSAM® Internet website. The various multivariate estimates show that the Internet is a valid place to measure advertising effects reliably.

Original languageEnglish
Pages (from-to)25-43
Number of pages19
JournalJournal of Current Issues and Research in Advertising
Volume25
Issue number1
DOIs
Publication statusPublished - 2003

All Science Journal Classification (ASJC) codes

  • Marketing

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