This thesis, through experiment of 104 subjects, studies the relationship between the presence of a Uniform Resource Locator (URL or web address) in newspaper advertisements and perception of the product advertised as well as the likelihood to act on the advertisement. The findings reveal URLs do in fact have an effect on one's perception in brand image and positive brand attitude and at the same time affect one's reaction to either seek more information or make a purchase of the brand advertised. The results indicate brands are much likely to be considered “high-tech” or “cutting edge” when a URL is included in a newspaper advertisement. This is an extension from earlier work that suggested the inclusion of such URLs would have a positive effect on brand value and / or the perception of the company sponsoring the advertisement. The findings also indicate that advertisers putting URL in their communication media help to create marketing synergy as consumers would positively react towards their print URL ad in terms of further exploration or purchase intention. In this study, a model is developed to measure the affect in consumer's perception and reactions towards print URL ad. Variables including perception in brand image, positive brand attitude, consumer's further exploration and purchase intention are included in the model. Two control variables: internet experience and computer knowledge are also added to the model. A questionnaire is developed based on the model and a survey is carried out in University of Macau and Macau Polytechnic Institute. The data collected is analyzed using SPSS and the results are evaluated. The research findings were satisfactory, suggesting that on the whole, URL in a print ad have significant influence on one's perception and reaction. A discussion on the findings and limitations in this study is also presented. Finally, some implications and future research are addressed.