Branding over Internet and TV Advertising |
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Authors: | Alex Wang |
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Institution: | University of Connecticut , Stamford, Connecticut, USA |
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Abstract: | This study examined the effect of cross-channel integration of an advertiser's television spot and website that featured additional advertising messages specifically designed for the ad campaign on consumer responses. The results revealed that cross-channel integration of advertising enhanced consumers’ attitudes toward the television spot, perceived media engagement, and brand attitudes. Implications for advertisers and directions for future research are also discussed. |
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Keywords: | advertising branding media engagement |
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