search query: @author Edell, J. A. / total: 4
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| Author: | Edell, J. A. Lane Keller, K. |
| Title: | The information processing of coordinated media campaigns. |
| Journal: | Journal of Marketing Research
1989 : MAY, VOL. 26:2, p. 149-163 |
| Index terms: | ADVERTISING MEDIA MEDIA SELECTION TELEVISION ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | The rapidly rising costs of TV ads have made many advertisers use radio or print ads to reinforce TV ads. Information processing theory is used to examine consumer response to coordinated TV and radio ads, where radio ads consist of the audio track of the TV ads. The results of laboratory experiment are discussed. A coordinated radio-TV campaign may be more efficient than using TV alone. |
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