Nowadays there is an increasing trend in simultaneous rather than sequential multiple
media consumption. At the same time a significant rise in media exposure is recorded, even …

In recent years, cross-media advertising has received widespread attention from
researchers and practitioners seeking effective ways to communicate with their audience …

This study examines the synergy effect of digital video advertising through television, mobile
TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media …

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 users encounter hundreds of advertisements in everyday life but do not attend to all
the ads. New media technologies have empowered media users to mechanically avoid …

The purpose of this study was to investigate the effect of program-induced engagement on
the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored …

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 …

Knowledge of cross-media advertising effects is mainly based on explicit psychological
measures, such as self-reports. To fully understand the mechanisms responsible for the …

The research aimed to determine the moderating effect of advertisement (ad) length on the
relationships between ad content and the intention of skipping, as well as ad irritation. The …

Focused on cross-media advertising under simultaneous media exposure, this study
explores the effectiveness of combining TV and web advertising by asking experiment …