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

How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, Steven Bellman
DOI: 10.2501/JAR-53-2-212-220 Published 1 June 2013
Duane Varan
The Disney Media & Advertising Lab/Audience Labs, Murdoch University,
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  • For correspondence: varan@audiencelabs.com
Jamie Murphy
Australian School of Management/ Curtin Graduate School of Business,
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  • For correspondence: jamie.perth@gmail.com
Charles F. Hofacker
Florida State University,
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  • For correspondence: chofack@cob.fsu.edu
Jennifer A. Robinson
RMIT University,
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  • For correspondence: jenny.robinson@rmit.edu.au
Robert F. Potter
Indiana University,
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  • For correspondence: rfpotter@indiana.edu
Steven Bellman
Audience Labs, Murdoch University,
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  • For correspondence: bellman@audiencelabs.com
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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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Vol 53 Issue 2

Journal of Advertising Research: 53 (2)
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What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?
Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, Steven Bellman
Journal of Advertising Research Jun 2013, 53 (2) 212-220; DOI: 10.2501/JAR-53-2-212-220

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What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?
Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, Steven Bellman
Journal of Advertising Research Jun 2013, 53 (2) 212-220; DOI: 10.2501/JAR-53-2-212-220
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Show more What We Know About Advertising II

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