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 |