Online versus offline promotional communication: Evaluating the Effect of Medium on Customer Response

The effectiveness of online versus offline promotional communication is an important marketing issue. This study estimates the effect of online versus print promotional communication on customer response. It employs a field experiment comparing the effectiveness of print versus online store flyers to evaluate the memory and actual shopping behavior of more than 9,000 retail customers. Evidence shows that print and online flyers achieve equal results in terms of purchase behavior and memory. The findings thus suggest that retailers and brands can focus on cost and reach when making investment decisions on print and online advertising.