The DOI matches its Crossref record; 34 of the 34 references it cites were found in a registry or an index.
TELEVISION AND WEB ADVERTISING SYNERGIES
Abstract
Synergy is a concept that many communication professionals believe in, but demonstrating synergy effects in the laboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test the existence of different synergy effects as well as to compare the information-processing model of synergy with that of repetition. As a result, television-Web synergy leads to significantly higher attention, higher perceived message credibility, and a greater number of total and positive thoughts than did repetition. Also, people under synergistic conditions formed brand attitudes through the central processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are discussed.
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Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Batra, R., & Keller, K. L. (2016) · Journal of Marketing · doi:10.1509/jm.15.0419 · Cited by 632
Meppelink, C. S., van Weert, J. C., Haven, C. J., & Smit, E. G. (2015) · Journal of Medical Internet Research · doi:10.2196/jmir.3979 · Cited by 260
van Ooijen, I., Fransen, M. L., Verlegh, P. W. J., & Smit, E. G. (2017) · Food Quality and Preference · doi:10.1016/j.foodqual.2017.06.007 · Cited by 84
Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021) · Journal of Advertising · doi:10.1080/00913367.2020.1870586 · Cited by 61
The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy
Voorveld, H. A. M., & Valkenburg, S. M. F. (2015) · Journal of Advertising · doi:10.1080/00913367.2014.977472 · Cited by 35
Metadata
- Authors
- Chang, Y., & Thorson, E.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2004-01
- Volume
- 33
- Issue
- 2
- Pages
- 75-84
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1992098088
- Cited by
- 306
- References
- 34
- FWCI
- 15.51
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
