Abstract: This research investigates the role of fit between campaign ads in generating cross-media effects. Using an ecologically valid design, this article enhances our understanding of cross-media effects in real life. By combining a content analysis of Dutch cross-media campaigns with a secondary data analysis of tracking studies on the same campaigns (n = 900), this research revealed that fit contributed positively to campaign evaluations yet contributed negatively to brand and campaign memory. In conclusion, this research shows that fit is an important factor in understanding cross-media synergy but might have both positive and negative effects.
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