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An empirical study of perceptions of implicit meanings in World Wide Web advertisements versus print advertisements

This article reports on the results from an experiment where the authors compared perceptions of implicit meanings between World Wide Web (WWW) advertisements and print advertisements. Even though the purpose of advertising is often to build and maintain a brand image, the communication of implicit meanings has never been investigated in the WWW medium. In comparing WWW advertisements and print advertisements, the authors found surprising results. Contrary to popular belief, WWW advertisements were comparably effective in communicating implicit meanings. The WWW advertisements outperformed the print advertisements for low‐involvement products, for consumers with a negative disposition towards the advertised brand and for light WWW users. Interestingly, these are cases when the WWW is believed to be a poor advertising medium. The WWW advertisements and print advertisements performed equally well for high‐involvement products, for consumers with a positive disposition towards the advertised brand and for heavy WWW users. The results are discussed and implications for WWW advertising and media planning are provided.