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Author:Chang, Y.
Thorson, E.
Title:Television and web advertising synergies
Journal:Journal of Advertising
2004 : VOL . 33:2 p. 75-84
Index terms:ADVERTISING
INTERNET
TELEVISION ADVERTISING
Language:eng
Abstract:Multiple communication tools and channels are used in a single advertising campaing. The main aim of multiple communication vechiles is to have them synergize to create the greatest persuasion effect. The existence of different synergy effects was conducted in a set of experiments. Also is compared the information-processing model to different effects of synergy . The implementationg of the findings are discussed.
SCIMA record nr: 254790
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