Can a print publication be equally effective online? Testing the effect of medium type on marketing communications

Magee, Robert G.

doi:10.1007/s11002-012-9209-y

Cited by 19 publications

(16 citation statements)

References 15 publications

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“…In our study, we use a free recall task consistent with other studies on recall from the news in different media (Eveland and Dunwoody, 2002; Eveland et al, 2002; Jones et al, 2005; Magee, 2013; Morineau et al, 2005). These news studies showed poorer recall of the news associated with on screen reading (e.g.…”

Section: Recallmentioning

confidence: 99%

Digital replica editions versus printed newspapers: Different reading styles? Different recall?

Neijens

Voorveld

2016

New Media & Society

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This article investigates reading styles and recall of the news from reading digital replicas of printed newspapers on tablets and compares them with the printed version. The study aims to theoretically understand the effects of the medium interface (tablet vs paper) on perceived reading style and recall of information. The experimental study (N = 90) showed that digital replicas were not perceived to be read in a more fragmented, selective, or elaborate manner than their printed counterparts. On average, readers recalled less from the digital edition than from the printed version, but the differences were small. The study also showed that "digital innovators" recalled the same amount of information from reading the newspaper on tablet as from reading it on paper, unlike less innovative readers: these readers recalled more from reading on paper than from tablet.

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Section: Recallmentioning

confidence: 99%

Digital replica editions versus printed newspapers: Different reading styles? Different recall?

Neijens

Voorveld

2016

New Media & Society

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“…In shopper behaviour, the determinants of digital vs print flyer browsing and of browsing on retailer's own web site vs the aggregator web site could be explored as suggested by Magee (2013).…”

Section: Implications For Future Researchmentioning

confidence: 99%

Retail shopper marketing: the future of promotional flyers

Ziliani

Ieva

2015

International Journal of Retail &Amp; Distribution Management

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Access to this document was granted through an Emerald subscription provided by emeraldsrm:198285 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to evaluate the recent evolution of store flyers to illustrate how a tool of traditional marketing can be applied to generate insight on customer "couch-to-cart" behaviour thus supporting an innovating shopper marketing approach. The authors support this position by elaborating on three themes: first, the recent evolution of flyers, driven by incorporation of customer insight derived from loyalty data and by new features enabled by flyer digitalization; second, the evolution of the flyer planning and management process, related to opportunities and challenges in the retailer organisational structure; and third, the rise of online flyer aggregators. Design/methodology/approach -The authors used field interviews. The authors included the perspectives of different subjects involved in planning and delivering flyer-based promotions. Secondary data were also collected regarding flyer activities of a sample of 67 retail groups across 15 countries and four industries. Findings -Critical aspects of flyers as retail marketing tools emerged. The authors found that there are changes taking place in flyer-based promotion caused by "fertilisation" by loyalty data and digital that have not been captured by research so far. Retailers are experimenting with flyer aggregators. These infomediaries generate new insight on various aspects of the shopping cycle. Retailers can use these metrics to improve flyer strategy and negotiation with suppliers. The authors shed light on obstacles that prevent exploitation of shopper marketing benefits and value. Among the managerial challenges the authors found retailer organisation and management and functional integration.Research limitations/implications -The paper points to four areas for future research: promotion innovation, electronic intermediaries, marketing organisation and competition. Research questions are suggested. Practical implications -This study contributes to retail management by identifying best practices that support promotional campaign development in a shopper marketing perspective. T...

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“…Two additional studies compared differences between format, but in a newspaper or magazine context without any ads. Magee (2013) aimed to understand the effectiveness of print versus digital publications using a field experiment: a promotional magazine's subscribers received either a print version of the magazine or an email link to the online version of the magazine. The print version was associated with a higher open rate, higher memory recall, and higher recognition for articles featured in the print magazine relative to the digital version.…”

Section: Differences In Memory Retrieval Between Print and Digital Contentmentioning

confidence: 99%

“…Which format is likely to be more memorable? Very few marketing studies have examined potential differences between print and digital media in the context of advertising and marketing communications (Eden and Eshet-Alkalai 2013;Kim and Anderson 2008;Magee 2013;Millward Brown 2009;Steimle et al 2010;Terrenghi et al 2007;Verdi, Crooks, and White 2002). Most importantly, from a theoretical perspective, very little is known about the processes that underlie consumer interactions with print and digital media in the context of advertising specifically and marketing communications more broadly.…”

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confidence: 99%

Relative Effectiveness of Print and Digital Advertising: A Memory Perspective

Venkatraman¹,

Dimoka²,

Vo³

et al. 2021

Journal of Marketing Research

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The exponential growth in digital media has recently challenged the value of print media in the overall marketing mix. Across three studies, we evaluated the relative effectiveness of print ads versus digital ads. In Study 1, using eye-tracking and biometric measures during exposure, we found stronger encoding and engagement for print ads over digital ads. A week later, participants showed no significant difference in recognizing ads across format, though print ads showed better memory for the encoding context. Notably, using fMRI, we found greater activation in hippocampus and parahippocampal regions for print ads relative to digital ads. Extending these insights, Study 2 demonstrated better memory for print ads across contents, context, and brand associations when using snippets as retrieval cues. In addition to establishing the robustness of earlier findings, Study 3 provided further evidence that the observed memory advantage for print ads is primarily due to superior encoding during initial exposure. From a practical perspective, these findings suggest that marketers should not discount the value of print media in advertising, despite the rapid growth of digital media and communications.

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Can a print publication be equally effective online? Testing the effect of medium type on marketing communications

Cited by 19 publications

References 15 publications

Digital replica editions versus printed newspapers: Different reading styles? Different recall?

Digital replica editions versus printed newspapers: Different reading styles? Different recall?

Retail shopper marketing: the future of promotional flyers

Relative Effectiveness of Print and Digital Advertising: A Memory Perspective

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