Can the sequence in which ad exposures are generated across various ad formats enhance or inhibit communication outcomes in low involvement situations? This study compares the effect of self-selected and forced exposure (or intrusive) ad format sequences compared to repeated exposures of single...

Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. However, if there are no differences in modality it is unclear if mixed online-offline media usage can lead to cross-media synergies. Drawing from priming...