The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV
作者：
Highlights：
• We examined the synergy effect of digital video advertising.
• Ad repetition on multiple media had greater persuasive effects than a single medium.
• Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.
• The multiple-media repetition yielded more positive cognitive responses.
• The cross-media advertising induced more positive attitudes toward the brand.
摘要
•We examined the synergy effect of digital video advertising.•Ad repetition on multiple media had greater persuasive effects than a single medium.•Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.•The multiple-media repetition yielded more positive cognitive responses.•The cross-media advertising induced more positive attitudes toward the brand.
论文关键词：Media planning,Cross-media,Synergy,Mobile advertising,Internet advertising,Mobile TV
论文评审过程：Available online 24 February 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2015.02.001
