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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have