This study measured to what extent consumers used the internet to
displace or reinforce the use of other media as sources of advertising
information. The sample was 2,032 households from 5,031 households
randomly selected from a midwestern state. The results showed that
although internet advertising provided many unique features, it has not
displaced most media as sources of advertising information. Many
consumers found that internet advertising was a complementary medium
based on their favorable attitudes or frequent use of other media
advertising. The research also indicated that the reinforcement effects
will be likely more evident for the future use of internet advertising
associated with the use of billboards, direct mail, magazines, and
television. However, the displacement effects may continue to occur for
the future use of internet advertising associated with the future use
of free community papers and weekly paid papers as advertising
sources.