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

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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...

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Bibliographic Details
Main Authors:	Varan, D., Murphy, Jamie, Hofacker, C., Robinson, J., Potter, R., Bellman, S.
Format:	Journal Article
Published:	World Advertising Research Center 2013
Online Access:	http://hdl.handle.net/20.500.11937/7021

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