Cross Media, Print, And Internet Advertising

Topics:
Brand Management,
Internet Advertising,
Print Advertising
Tags:
Advertisement,
Brand,
Branding,
Internet,
Internet Advertising,
Ludwig-Maximilians-Universitat Munchen,
Marketing,
Media,
Print Advertising
Source:
Ludwig-Maximilians-Universitat Munchen

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Overview: Publishers are actively selling Cross Media Advertising. An experiment was conducted in order to compare advertising effectiveness of cross media advertising with pure internet and print advertising. Findings suggest that while a combination of internet and print advertising is more effective than only internet advertising with regard to brand attitude, no differences could be confirmed between advertising effectiveness of media combination and print. Additionally, it was found that banners performed worse than print advertisements with regard to recall and brand attitude.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 136KB | Date: May 2006 | Pages: 21

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