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Does Synergy Work?: An Experiment on Television and Print Cross-Media Promotion Effects |
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Abstract:
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This experimental study was designed to test the effectiveness of cross-media program promotions. The results showed that the employment of coordinated television and print program promotions led to higher attention from audiences, improved memory, higher perceived message credibility, more positive attitudes toward the promotion and toward the program, and higher viewing intention compared to using repetitive single-source promotions. By incorporating cognitive variables such as attention, memory, and attitudes, this study initially bridged the theoretical gap between message exposure and viewing behavior in promotion studies, and has the potential to aid television networks, media professionals, and academic researchers to a better understanding of cross-media promotion effects. |
Most Common Document Word Stems:
promot (193), print (102), program (93), media (89), condit (63), tv (61), studi (59), cross (58), cross-media (54), televis (50), differ (45), attitud (45), effect (42), toward (40), view (38), advertis (34), audienc (33), attent (32), repetit (32), signific (31), use (31), |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Tang, Tang., Wang, Xiaopeng. and Newton, Gregory. "Does Synergy Work?: An Experiment on Television and Print Cross-Media Promotion Effects" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2009-05-24 <http://www.allacademic.com/meta/p172348_index.html> |
APA Citation:
| Tang, T. , Wang, X. and Newton, G. D. , 2007-05-23 "Does Synergy Work?: An Experiment on Television and Print Cross-Media Promotion Effects" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <APPLICATION/PDF>. 2009-05-24 from http://www.allacademic.com/meta/p172348_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This experimental study was designed to test the effectiveness of cross-media program promotions. The results showed that the employment of coordinated television and print program promotions led to higher attention from audiences, improved memory, higher perceived message credibility, more positive attitudes toward the promotion and toward the program, and higher viewing intention compared to using repetitive single-source promotions. By incorporating cognitive variables such as attention, memory, and attitudes, this study initially bridged the theoretical gap between message exposure and viewing behavior in promotion studies, and has the potential to aid television networks, media professionals, and academic researchers to a better understanding of cross-media promotion effects. |
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| Document Type: |
application/pdf |
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25 |
| Word count: |
5473 |
| Text sample: |
| Promotion - 1 - Running head: CROSS MEDIA PROMOTIONS Does Synergy Work? An Experiment on Television and Print Cross-Media Promotion Effects Submitted to the Mass Communication Division International Communication Association November 1 2006 Promotion - 2 - Abstract This experimental study was designed to test the effectiveness of cross-media program promotions. The results showed that the employment of coordinated television and print program promotions led to higher attention from audiences improved memory higher perceived message credibility more positive attitudes |
| 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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