What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies
MetadataShow full item record
Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites). Across four experiments, this study documents empirical patterns of cross-device effects among television sets, PCs, iPods, and mobile phones. In three experiments, the format was identical across devices, and the device made no difference to advertising effectiveness. The fourth experiment—with different formats and devices—showed sequential synergy effects. Synergy can strengthen or weaken advertising campaigns that combine multiple communication devices. The combined results of four experiments suggest possible cross-format synergies but not cross-device synergies.
Showing items related by title, author, creator and subject.
Application of the cleaner production framework to the development of regional synergies in heavy industrial areas: a case study of Kwinana (Western Australia)Van Beers, Dick (2009)The aim of the PhD research is to examine the effectiveness of drawing common elements of regional synergy development into an overall framework, generally used for the implementation of cleaner production, to assist ...
Formation and characteristics of glucose oligomers during the hydrolysis of cellulose in hot-compressed waterYu, Yun (2009)Energy production from fossil fuels results in significant carbon dioxide emission, which is a key contributor to global warming and the problems related to climate change. Biomass is recognized as an important part of ...
Fary, Robyn (2010)Osteoarthritis of the knee is a chronic disease leading to considerable burden on health. Pain, while not always present is the most prominent clinical feature and the cause of significant disability. There are a wide ...