An empirical investigation into the combined effect of sequence and cross–media exposure on audience attitudes
Thesis DisciplineBusiness Administration
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
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.