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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/62217

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62217

Title:	Television and Web advertising synergies
Authors:	張郁敏 Chang, Yuhmiin
Contributors:	廣告系
Date:	2004.07
Issue Date:	2013-12-06 14:30:37 (UTC+8)
Abstract:	Synergy is ;i concept that many communication professionals believe in, but demonstrating synergy effects in the ktboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test tiie existence of different synergy effects as well as to compare the information-processing model of synergy with thac of repetition. As a result, television—Web synergy leads to significantly higher attention, higher perceived message credibility, and a greater number of total and positive thoughts than did repetition. Also, people utidersynergistic conditions formed brand attitudes through the cenrral processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are disiussc-d.
Relation:	Journal of Advertising, 33(2), 75-84
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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