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Does Synergy Work?: An Experiment on Television and Print Cross-Media Promotion Effects
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Promotion - 25 -
Table 3: The Differences between the Print-Print Condition and Cross-Media Conditions (PT & TP) on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and Attitudes toward Program.
Media Exposure
Variables
Print-Print
Cross-Media
(PT & TP)
t
Attention
3.7008
4.2998
2.292*
Credibility
4.2392
4.6034
1.475
Attitudes toward Promotion
3.8715
4.5435
2.628**
Memory
.7941
1.0527
2.287*
Attitudes toward Program
4.1062
4.6406
2.107*
Viewing Intention
3.4185
3.8387
1.299
**. Difference is significant at the 0.01 level (2-tailed) *. Difference is significant at the 0.05 level (2-tailed)
Table 4: The Differences between the TV-TV Condition and the Print-Print Condition on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and Attitudes toward Program.
Media Exposure
Variables
TV-TV
Print-Print
t
Attention
3.7331
3.7008
.115
Credibility
4.1336
4.2392
.367
Attitudes toward Promotion
3.8534
3.8715
.065
Memory
.8669
.7941
.492
Attitudes toward Program
3.7113
4.1062
1.275
Viewing Intention
3.1851
3.4185
.635
**. 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 - 25 -
Table 3:
The Differences between the Print-Print Condition and Cross-Media Conditions (PT &
TP) on Attention, Credibility, Memory, Viewing Intention, Attitudes toward Promotion,
and Attitudes toward Program.
Media Exposure
Variables
Print-Print
Cross-Media
(PT & TP)
t
Attention
3.7008
4.2998
2.292*
Credibility
4.2392
4.6034
1.475
Attitudes toward Promotion
3.8715
4.5435
2.628**
Memory
.7941
1.0527
2.287*
Attitudes toward Program
4.1062
4.6406
2.107*
Viewing Intention
3.4185
3.8387
1.299
**. Difference is significant at the 0.01 level (2-tailed)
*. Difference is significant at the 0.05 level (2-tailed)
Table 4:
The Differences between the TV-TV Condition and the Print-Print Condition on Attention,
Credibility, Memory, Viewing Intention, Attitudes toward Promotion, and Attitudes
toward Program.
Media Exposure
Variables
TV-TV
Print-Print
t
Attention
3.7331
3.7008
.115
Credibility
4.1336
4.2392
.367
Attitudes toward Promotion
3.8534
3.8715
.065
Memory
.8669
.7941
.492
Attitudes toward Program
3.7113
4.1062
1.275
Viewing Intention
3.1851
3.4185
.635
**. Difference is significant at the 0.01 level (2-tailed)
*. Difference is significant at the 0.05 level (2-tailed)
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