What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies
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 s...
| Main Authors: | , , , , , |
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| Format: | Journal Article |
| Published: |
World Advertising Research Center
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/7021 |
| _version_ | 1848745245745872896 |
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| author | Varan, D. Murphy, Jamie Hofacker, C. Robinson, J. Potter, R. Bellman, S. |
| author_facet | Varan, D. Murphy, Jamie Hofacker, C. Robinson, J. Potter, R. Bellman, S. |
| author_sort | Varan, D. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T06:14:18Z |
| format | Journal Article |
| id | curtin-20.500.11937-7021 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:14:18Z |
| publishDate | 2013 |
| publisher | World Advertising Research Center |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-70212017-09-13T14:41:03Z What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies Varan, D. Murphy, Jamie Hofacker, C. Robinson, J. Potter, R. Bellman, S. 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. 2013 Journal Article http://hdl.handle.net/20.500.11937/7021 10.2501/JAR-53-2-212-220 World Advertising Research Center restricted |
| spellingShingle | Varan, D. Murphy, Jamie Hofacker, C. Robinson, J. Potter, R. Bellman, S. What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title | What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title_full | What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title_fullStr | What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title_full_unstemmed | What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title_short | What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies |
| title_sort | what works best when combining television sets, pcs, tablets, or mobile phones? how synergies across devices result from cross-device effects and cross-format synergies |
| url | http://hdl.handle.net/20.500.11937/7021 |