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The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

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References

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1968Attitudinal effects of mere exposure.6,730 cited
1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
1981Attitudes and Persuasion: Classic and Contemporary Approaches3,368 cited
1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,953 cited
2004Measuring Attitude toward the Brand and Purchase Intentions1,807 cited
1965The Impact of Television Advertising: Learning Without Involvement1,545 cited
1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,180 cited
1989Information Processing from Advertisements: Toward an Integrative Framework1,003 cited
2003Brand Familiarity and Advertising Repetition Effects855 cited
1979Effects of message repetition and position on cognitive response, recall, and persuasion.813 cited
2003Understanding the Impact of Synergy in Multimedia Communications571 cited
1987Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations

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480 cited

1993Preattentive Mere Exposure Effects455 cited

1986Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond356 cited

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