What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites).

What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

Duane Varan

The Disney Media & Advertising Lab/ Audience Labs, Murdoch University

Jamie Murphy

Australian School of Management/ Curtin Graduate School of Business

Charles F. Hofacker

Florida State University

Jennifer A. Robinson

RMIT University

Robert F. Potter

Indiana University

Steven Bellman

Audience Labs, Murdoch University

Management slant

  • Advertising research often confounds device effects (e.g., TV-sets, radios and personal computers) with communication format effects (e.g., respectively, video, audio and Web sites).
  • Across four experiments,...

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