The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

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.