Corporate Web sites in traditional print advertisements

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Abstract
This study attempts to better understand how marketers are creating bridges between traditional advertising and the Internet. As such, it describes the Web presence in print advertisement. A content analysis of 1,249 ads in 20 magazines found: 42 percent included Web addresses; Business Week ads were most likely to include Web addresses; 98 percent of print advertisements for autos included Web addresses, while office equipment advertisements (including computer ads) included Web addresses only 10 percent of the time; and that 68 percent of Web sites were used to develop a database of potential customers.