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,...