Branding over Internet and TV Advertising

This study examined the effect of cross-channel integration of an advertiser's television spot and website that featured additional advertising messages specifically designed for the ad campaign on consumer responses. The results revealed that cross-channel integration of advertising enhanced consumers' attitudes toward the television spot, perceived media engagement, and brand attitudes. Implications for advertisers and directions for future research are also discussed.

Publication: 
Journal of Promotion Management
Author: 
Wang, Alex
Document Type: 
Research
Paywall: 
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