Abstract
This study investigated the effectiveness of advertising using a cross-media approach. A laboratory experiment with a randomized controlled trial and a sample of college students (N = 34) was used to test whether the level of involvement was higher for tablet or print advertisements. Subjects were divided into two groups: those who saw the advertisements in print and those who saw them on tablets. Contrary to expectations, brand recall and purchase intent were higher for those viewing print than for tablet advertisements, although respondents considered interactive advertisements more engaging. One explanation is that most of the participants were so immersed in the content of the magazine, that they overlooked the advertisements in general.
Library of Congress Subject Headings
Internet marketing--Research; Advertising, Magazine--Research; Interactive marketing--Research; Consumer behavior--Research; Advertising--Brand name products
Publication Date
2012
Document Type
Thesis
Student Type
Graduate
Degree Name
Communication and Media Technologies (MS)
Department, Program, or Center
Department of Communication (CLA)
Advisor
Williams, LaVerne
Recommended Citation
Sosa Lamarche, Gabriela, "The Relationship between cross-media usage and brand recall in advertisements: A Test of customer engagement with print and digital magazine advertisements" (2012). Thesis. Rochester Institute of Technology. Accessed from
https://repository.rit.edu/theses/6971
Campus
RIT – Main Campus
Comments
Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6146.I58 S67 2012