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

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dc.contributor.authorGrimwood, Samuel James Thomasen
dc.date.accessioned2010-11-04T23:44:57Z
dc.date.available2010-11-04T23:44:57Z
dc.date.issued2010en
dc.description.abstractThis 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.en
dc.identifier.urihttp://hdl.handle.net/10092/4870
dc.identifier.urihttp://dx.doi.org/10.26021/5582
dc.language.isoen
dc.publisherUniversity of Canterbury. Department of Managementen
dc.relation.isreferencedbyNZCUen
dc.rightsCopyright Samuel James Thomas Grimwooden
dc.rights.urihttps://canterbury.libguides.com/rights/thesesen
dc.subjectAdvertisingen
dc.subjectRepetitionen
dc.subjectSequencingen
dc.subjectMultiple Mediaen
dc.subjectCross Mediaen
dc.titleAn empirical investigation into the combined effect of sequence and cross–media exposure on audience attitudesen
dc.typeTheses / Dissertations
thesis.degree.disciplineMarketing
thesis.degree.grantorUniversity of Canterburyen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Commerceen
uc.bibnumber1491787
uc.collegeUC Business Schoolen
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