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And partly because of this trend, advertisers all over the world eye covetously at the expanding opportunities provided by the webs, seeking more effective communication channels with their target markets. Online advertising spending, including Web ads, is constantly on the rise. Though not much substantial economic return was reported, people feel optimistic about web ads, especially its power of synergy with Television and Print advertisements.
However, laboratory or field setting experiment testing the synergistic effect of Web and Print advertising was scarce, not to mention comparing it to that of the synergy of Web and TV advertising, which would be quite useful for professional media planning as well as new media theory conceptualization...
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