The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts?

Lea M Wakolbinger, Michaela Denk, and Klaus Oberecker

Cross-media advertising has received wide attention from practitioners over the last years, but there are only few experimental studies that analyze the effectiveness of integrating online and print advertising.

The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts?

Lea M. Wakolbinger and Michaela Denk University of Vienna

Klaus Oberecker MindTake New Media Consulting GmbH

INTRODUCTION

With the emergence of the...

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