haku: @journal_id 1742 / yhteensä: 80
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| Tekijä: | Chang, Y. Thorson, E. |
| Otsikko: | Television and web advertising synergies |
| Lehti: | Journal of Advertising
2004 : VOL . 33:2 p. 75-84 |
| Asiasana: | ADVERTISING INTERNET TELEVISION ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | 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