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 Duane Varan
A1 Jamie Murphy
A1 Charles F. Hofacker
A1 Jennifer A. Robinson
A1 Robert F. Potter
A1 Steven Bellman
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.