Advertisement Avoidance on Internet: Can Internet Printing Help?
While declining click-through rates and banner blindness are raising concerns among internet advertisers, a new advertisement format is gaining momentum slowly, exposure to advertisements on printouts. This is evident from the attempts of various websites to put advertisements on printer-friendly versions or stealth insertions for print function. A before-after study group-control group experiment was conducted on 451 internet users in order to compare advertising effectiveness of cross media advertising of these innovative approaches. The purpose of the study discussed in the paper is to test hypothesis regarding the effect of viewing advertisements on internet sites versus prints originating from them.