PT  - JOURNAL ARTICLE
AU  - Wakolbinger, Lea M.
AU  - Denk, Michaela
AU  - Oberecker, Klaus
TI  - The Effectiveness of Combining Online and Print Advertisements
AID  - 10.2501/S0021849909090436
DP  - 2009 Sep 01
TA  - Journal of Advertising Research
PG  - 360--372
VI  - 49
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/49/3/360.short
4100  - http://www.journalofadvertisingresearch.com/content/49/3/360.full
SO  - J Advert Res2009 Sep 01; 49
AB  - Cross-media advertising has received wide attention from practitioners over the last years, but there are only few experimental studies that analyze the effectiveness of integrating online and print advertising. Contributing to this relevant research field, this article analyzes advertising effectiveness of print and online media as well as the impact of combining these two media forms on overall advertising effectiveness. Our study supports existing findings that print and online advertising feature the same advertising effectiveness. Our experimental data, however, also indicate advantages of cross-media advertising.