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Does Synergy Work?: An Experiment on Television and Print Cross-Media Promotion Effects
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Promotion - 24 -
Table 1: The Differences between Repetition Conditions (PP & TT) and Cross-Media Conditions (PT & TP) on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and Attitudes toward Program.
Media Exposure
Variables
Repetition
(PP & TT)
Cross-Media
(PT & TP)
t
Attention
3.7181
4.2998
2.897**
Credibility
4.1826
4.6034
2.119*
Attitudes toward Promotion
3.8613
4.5435
3.365**
Memory
.8331
1.0527
2.303*
Attitudes toward Program
3.8946
4.6406
3.593**
Viewing Intention
3.2935
3.8387
2.112*
**. Difference is significant at the 0.01 level (2-tailed) *. Difference is significant at the 0.05 level (2-tailed)
Table 2: The Differences between the TV-TV Condition and Cross-Media Conditions (PT & TP) on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and Attitudes toward Program.
Media Exposure
Variables
TV-TV
Cross-Media
(PT & TP)
t
Attention
3.7331
4.2998
2.366*
Credibility
4.1336
4.6034
1.938
Attitudes toward Promotion
3.8534
4.5435
2.831**
Memory
.8669
1.0527
1.604
Attitudes toward Program
3.7113
4.6406
3.718**
Viewing Intention
3.1851
3.8387
2.070*
**. Difference is significant at the 0.01 level (2-tailed) *. Difference is significant at the 0.05 level (2-tailed)
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| | Authors: Tang, Tang., Wang, Xiaopeng. and Newton, Gregory. |
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Promotion - 24 -
Table 1:
The Differences between Repetition Conditions (PP & TT) and Cross-Media Conditions
(PT & TP) on Attention, Credibility, Memory, Viewing Intention, Attitudes toward
Promotion, and Attitudes toward Program.
Media Exposure
Variables
Repetition
(PP & TT)
Cross-Media
(PT & TP)
t
Attention
3.7181
4.2998
2.897**
Credibility
4.1826
4.6034
2.119*
Attitudes toward Promotion
3.8613
4.5435
3.365**
Memory
.8331
1.0527
2.303*
Attitudes toward Program
3.8946
4.6406
3.593**
Viewing Intention
3.2935
3.8387
2.112*
**. Difference is significant at the 0.01 level (2-tailed)
*. Difference is significant at the 0.05 level (2-tailed)
Table 2:
The Differences between the TV-TV Condition and Cross-Media Conditions (PT & TP)
on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and
Attitudes toward Program.
Media Exposure
Variables
TV-TV
Cross-Media
(PT & TP)
t
Attention
3.7331
4.2998
2.366*
Credibility
4.1336
4.6034
1.938
Attitudes toward Promotion
3.8534
4.5435
2.831**
Memory
.8669
1.0527
1.604
Attitudes toward Program
3.7113
4.6406
3.718**
Viewing Intention
3.1851
3.8387
2.070*
**. Difference is significant at the 0.01 level (2-tailed)
*. Difference is significant at the 0.05 level (2-tailed)
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