The Effectiveness of Cross-media Advertising in Simultaneous Media Use: Combining TV and Web Advertisements.

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    • Abstract:
      Focused on cross-media advertising under simultaneous media exposure, this study explores the effectiveness of combining TV and web advertising by asking experiment participants (N = 168) to consume TV and web content simultaneously. Contrary to results from prior studies, media combination was not found to yield detrimental effects on ad attitude and recall. Multitasking seemed to have more positive influence on the recall of TV ad products when the TV ad was consumed with a web ad simultaneously. Theoretical and managerial implications of the findings are discussed. [ABSTRACT FROM AUTHOR]
    • Abstract:
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