Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns
In the current media landscape, advertisers can choose numerous media for their advertising campaigns. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign.
KeywordsMedium Campaign Consumer Response Cognitive Response Brand Attitude Single Medium
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