Abstract: Despite their popularity, the reasons why cross-media campaigns are more successful than single medium campaigns are still unknown. Therefore, the aim of this study is (a) to investigate which psychological processes are present when people are exposed to cross-media campaigns, and (b) to examine to what extent these processes contribute to campaign results. Three psychological processes are investigated to gain insight into the effectiveness of cross-media campaigns: forward encoding (i.e., the ad in the first medium primes interest in the ad in the second medium); image transfer (i.e., mentally replaying the ad previously viewed during exposure to the ad in the second medium); and multiple source perception (i.e., believing the brand is good and popular because of the amount of advertising). To identify the role of these processes, 219 participants were exposed to one of four media conditions (two cross-media conditions and two repeated media conditions). The results showed that two processes were present when participants were exposed to the cross-media combinations: forward encoding and multiple source perception. We also found support for the hypothesis that these two processes contributed to campaign results. However, the third process, image transfer, was present in all conditions and did not add to the explanation of cross-media effects.
Keywords: cross-media campaigns, advertising, psychological, processing, synergy
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health