This study was designed to investigate the effects of dual-task processing on consumers'
responses to high-versus low-imagery radio advertisements. In a repeated-measures …

Research on the effectiveness of cross-media campaigns has shown that combining online
advertising with advertising in offline media can result in more positive consumer responses …

This study was conducted to explore how the level of imagery in a radio advertisement
affects the allocation of cognitive resources to encoding the message into memory. A within …

Marketers are increasingly coordinating their advertising campaigns across media. The
authors use information processing theory to examine consumer response to coordinated …

In two studies, we explored the effect of media multitasking on viewers' cognitive and
attitudinal responses to television commercials and the moderating role of advertising …

The rapid evolution of information and mobile technologies enables consumers to use
media content whenever and wherever they want. These developments have resulted in a …

Media multitasking has been shown to have negative consequences for ad memory.
However, there may be situations and individuals for which multitasking is not always …

An empirical investigation was conducted to evaluate the simultaneous presentation of
advertising and television programming. This format was compared to the sequential …

This study tested the proposition that high-imagery radio advertisements engage visual
cognitive resources. Participants in a within-subjects experiment were exposed to 60 …

This paper investigates the role of involvement in determining consumer response to radio
and TV commercials. After reviewing relevant literature, a summary model that focuses on …