TY - JOUR T1 - The Effectiveness of Combining Online and Print Advertisements JF - Journal of Advertising Research JO - J Advert Res SP - 360 LP - 372 DO - 10.2501/S0021849909090436 VL - 49 IS - 3 AU - Lea M. Wakolbinger AU - Michaela Denk AU - Klaus Oberecker Y1 - 2009/09/01 UR - http://www.journalofadvertisingresearch.com/content/49/3/360.abstract N2 - 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. ER -