The Relationship between cross-media usage and brand recall in advertisements: A Test of customer engagement with print and digital magazine advertisements

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Title: The Relationship between cross-media usage and brand recall in advertisements: A Test of customer engagement with print and digital magazine advertisements
Author: Sosa Lamarche, Gabriela
Abstract: This study investigated the effectiveness of advertising using a cross-media approach. A laboratory experiment with a randomized controlled trial and a sample of college students (N = 34) was used to test whether the level of involvement was higher for tablet or print advertisements. Subjects were divided into two groups: those who saw the advertisements in print and those who saw them on tablets. Contrary to expectations, brand recall and purchase intent were higher for those viewing print than for tablet advertisements, although respondents considered interactive advertisements more engaging. One explanation is that most of the participants were so immersed in the content of the magazine, that they overlooked the advertisements in general.
Record URI: http://hdl.handle.net/1850/15510
Date: 2012-11-08

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GSosaLamarcheThesis11-8-2012.pdf 507.1Kb PDF View/Open thesis
GSosaLamarcheSupplement.pdf 2.867Mb PDF View/Open supplement

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