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    An empirical investigation into the combined effect of sequence and cross–media exposure on audience attitudes (2010)

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    Type of Content
    Theses / Dissertations
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    http://hdl.handle.net/10092/4870
    http://dx.doi.org/10.26021/5582
    
    Thesis Discipline
    Marketing
    Degree Name
    Master of Commerce
    Publisher
    University of Canterbury. Department of Management
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    • Business: Theses and Dissertations [451]
    Authors
    Grimwood, Samuel James Thomas
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    Abstract

    This study examines the effects of cross–media advertising on audience attitudes. An experiment was created that simulated every day media encounters: reading a magazine, watching television, and listening to the radio. A test advertisement was inserted into the experiment. After completion, participants were questioned on their recall, attitude toward the advertisement, attitude toward the brand, and purchase intention. In total, 1848 individuals were surveyed. From this, inferences about multiple media sequencing effects and repetition were made. The findings have value to researchers and practitioners.

    Keywords
    Advertising; Repetition; Sequencing; Multiple Media; Cross Media
    Rights
    Copyright Samuel James Thomas Grimwood
    https://canterbury.libguides.com/rights/theses

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