RT Journal Article SR Electronic T1 What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? JF Journal of Advertising Research JO J Advert Res FD WARC SP 212 OP 220 DO 10.2501/JAR-53-2-212-220 VO 53 IS 2 A1 Varan, Duane A1 Murphy, Jamie A1 Hofacker, Charles F. A1 Robinson, Jennifer A. A1 Potter, Robert F. A1 Bellman, Steven YR 2013 UL http://www.journalofadvertisingresearch.com/content/53/2/212.abstract AB 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.