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dc.contributor.authorVaran, D.
dc.contributor.authorMurphy, Jamie
dc.contributor.authorHofacker, C.
dc.contributor.authorRobinson, J.
dc.contributor.authorPotter, R.
dc.contributor.authorBellman, S.
dc.date.accessioned2017-01-30T10:57:06Z
dc.date.available2017-01-30T10:57:06Z
dc.date.created2014-10-19T20:00:16Z
dc.date.issued2013
dc.identifier.citationVaran, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/7021
dc.identifier.doi10.2501/JAR-53-2-212-220
dc.description.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.

dc.publisherWorld Advertising Research Center
dc.titleWhat Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies
dc.typeJournal Article
dcterms.source.volume53
dcterms.source.number2
dcterms.source.startPage212
dcterms.source.endPage220
dcterms.source.issn0021-8499
dcterms.source.titleJournal of Advertising Research
curtin.departmentGraduate School of Business
curtin.accessStatusFulltext not available


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