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• Previous message: Fraser Elliott: "Re: "

You may want to access some research that I've done at
http://gwis2.circ.gwu.edu~maddox/pub.html

I looked at image building based upon the inclusion of web addresses in
mass media advertising.  Interestingly, the research showed that the
simple inclusion of a web address in a mass media ad positively affects
the perception of the brand.  This was true even if an individual never
visited the web site and was also true among computer literate and non
literate individuals.

Lynda Maddox

______________________________________________________________________________
Dr. Lynda M. Maddox 		School of Business and Public Management 
Department of Marketing 	2023 G Street, NW -- Lisner Hall 135B
The George Washington Univ. 	Washington, D.C. 20052
______________________________________________________________________________
E-Mail: maddox@gwu.edu
Phone: (202) 994-8204
FAX:   (202) 994-8999	Alt. FAX: (301) 929-9416





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