The Effectiveness of Combining Online and Print Advertisements

Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns

“…For the combination of print and television, Tang, Wang and Newton (2007) found that a combination of media was better than only one medium. Regarding the combination of print and online advertising, Wakolbinger, Denk and Oberecker (2009) found no significant differences at all. For the combination of TV and websites, Chang and Thorson found that a combination of media was performing better than a repeated exposure to the same medium.…”

“…Edell and Keller (1989) found that a combination performed better than radio only, but not better than TV only. Finally several studies found no significant differences at all (Dijkstra et al, 2005;Stammerjohan, Wood, Chang and Thorson, 2005;Wakolbinger et al, 2009). Thus, also for affective measures it should be concluded that cross-media campaigns are not always more effective than single medium campaigns.…”

Attributes for Image Content that Attract Consumers’ Attention to Advertisements

“…A direct reaction between businesses and consumers can be achieved through this medium. Based on this matter, it is also said that, the usage of social media platform such as Facebook, Twitter and MySpace, for advertising had significantly risen (Wakolbinger, Denk, & Oberecker, 2009). This shows that, businesses have already taking a new step to embark in utilizing social media platform to promote product and services to consumers.…”

Using several advertising media in a homogeneous market

“…103, 108, 119], [12,21,25]). More interestingly, cross-media advertising may be advantageous, as studied experimentally in [26] for print and online advertising, for instance. In such cases, a nonadditive representation of the advertising effect on demand is required.…”