MANAGEMENT SLANT
- Response to advertising was dynamic for television, but only through the strength of its synergy with prior online exposure.
- Prior television exposure did not enhance the effectiveness of online advertising, however, which suggests that the synergy effect is asymmetric in the direction of television advertising.
- Online advertising did not achieve a recent exposure effect. Rather, its role was ancillary, much along the lines of a catalytic effect.
INTRODUCTION
A key benefit of cross-media campaigns is the potential for synergy, which can produce an enhanced effect beyond the corresponding additive effects of the...