RT Journal Article
SR Electronic
T1 Simultaneous Media Experience and Synesthesia
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 19
OP 26
DO 10.1017/S0021849905050087
VO 45
IS 1
A1 Joseph J. Pilotta
A1 Don Schultz
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/19.abstract
AB The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking.