Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    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

    Access Status
    Fulltext not available
    Authors
    Varan, D.
    Murphy, Jamie
    Hofacker, C.
    Robinson, J.
    Potter, R.
    Bellman, S.
    Date
    2013
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Varan, D. and Murphy, J. and Hofacker, C. and Robinson, J. and Potter, R. and Bellman, S. 2013. 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. Journal of Advertising Research. 53 (2): pp. 212-220.
    Source Title
    Journal of Advertising Research
    DOI
    10.2501/JAR-53-2-212-220
    ISSN
    0021-8499
    School
    Graduate School of Business
    URI
    http://hdl.handle.net/20.500.11937/7021
    Collection
    • Curtin Research Publications
    Abstract

    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.

    Related items

    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 water
      Yu, 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 ...
    • The effectiveness of pulsed electrical stimulation in the management of osteoarthritis of the knee
      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 ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.