How Does Shifting Ad Budgets Impact Trust in Advertising Media?

  • Martin Eisend
  • Silke Knoll
  • Susanne Schmidt
  • Ruziye Canbazoglu
Part of the European Advertising Academy book series (EAA)


With increasing numbers of internet users advertisers have put more emphasis on online advertising and have shifted advertising budgets from traditional media to online media (Edelmann, 2007). While the internet certainly provides better ways for measuring the direct impact of advertising (e.g., in terms of click- through rates), it still remains an open question whether shifting from traditional to online advertising leads to higher effectiveness. In this study, we investigate whether and how such an advertising channel shift impacts consumers’ assessment of advertising practices.


Gross Domestic Product Uncertainty Avoidance Traditional Medium Advertising Expenditure Familiarity Effect 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Martin Eisend
    • 1
  • Silke Knoll
    • 2
  • Susanne Schmidt
    • 3
  • Ruziye Canbazoglu
    • 4
  1. 1.European University ViadrinaGermany
  2. 2.European University ViadrinaGermany
  3. 3.European University ViadrinaGermany
  4. 4.European University ViadrinaGermany

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