- Author
- Year
- 2011
- Title
- The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements
- Journal
- Conference papers: International Communication Association: annual meeting
- Volume
- 2011
- Document type
- Article
- Faculty
- Faculty of Social and Behavioural Sciences (FMG)
- Institute
- Amsterdam School of Communication Research (ASCoR)
- Abstract
-
Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants simultaneously to both media. Results of anexperimental study (N = 111) showed thatcombining media results inmore positive affective and behavioural responses. In contrast,multitasking seemed to have a negative influence on the recall andrecognition of auditory information as combining online and radio ads ina campaign did not result in superior cognitive reactions compared tousing online ad alone.
- Link
- Link
- Language
- English
- Permalink
- http://hdl.handle.net/11245/1.357076
Disclaimer/Complaints regulations
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.