TELEVISION AND WEB ADVERTISING SYNERGIES

By Yuhmiin Chang, Esther Thorson. 2004

313 citations recorded by the source corpus.

Subfields: Artificial Intelligence, Literature and Literary Theory, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/633f8833b1c4b51efc0410bd213461e428097cb2

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Artificial Intelligence

1. Kay Peters
2. Prasad A. Naik

In Literature and Literary Theory

1. Kay Peters
2. Prasad A. Naik

In Sociology and Political Science

1. Kay Peters
2. Prasad A. Naik
3. Kevin Lane Keller
4. R. Batra

Citations in the corpus

• A Hierarchical Marketing Communications Model of Online and Offline Media Synergies (2009, methodology): “…of print and TV ad on brand selection than single-media campaigns; 12% higher score compared to single-media campaigns on brand recall Magazines Chang and Thorson (2004) A Common Yes TV No Yes No Synergy on attention measures, but not with respect to credibility and purchase intention measures…”