Cross Media, Print and Internet Advertising: Impact of Medium on Recall, Brand Attitude and Purchase Intention

Publishers are activley selling Cross Media Advertising. An experiment was conducted in order to compare advertising effectiveness of cross media advertising with pure internet and print advertising...

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Year of publication:	2003
Authors:	Numberger, Siegfried ; Schwaiger, Manfred
Institutions:	Institut für Marktorientierte Unternehmensführung <München>
Subject:	Internet \| Werbung \| advertising \| Druckmedien \| Electronic Commerce

Table of Contents
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Introduction
Effects of print and internet on advertising effectivenes
Research design
Results
Discussion
Limitations and further research
Conclusion

Persistent link: https://www.econbiz.de/10009138424