What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?

D. Varan · Jamie Murphy A · Charles F. Hofacker · Jennifer A. Robinson · Robert F. Potter · Steven Bellman

28 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Media and Digital Communication

Abstract

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.

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2017Construct Measurement in Advertising Research 2016Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers 2019A Neuroscientific Method for AssessingEffectiveness of Digital vs. Print Ads 2017Online versus Offline Promotional Communication 2018How consumers’ media usage creates synergy in advertising campaigns

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