Effects of URLs in traditional media advertising in China

Lynda M. Maddox (School of Business, The George Washington University, Suite, Washington, District of Columbia, USA)
Wen Gong (Department of Business Administration, The Earl G. Graves School of Business and Management, Morgan State University, Baltimore, Mary Land, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 2005



This research examines how URLs in Chinese mass media advertising affect noticeability, perceptions and behavior among internet users and non‐users.


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.


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.


It suggests that marketers need to be more strategic about how web presence affects brand perception among users and non‐users of the internet.



Maddox, L. and Gong, W. (2005), "Effects of URLs in traditional media advertising in China", International Marketing Review, Vol. 22 No. 6, pp. 673-692. https://doi.org/10.1108/02651330510630285

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