English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93779/124226 (75%)
Visitors : 28872076      Online Users : 303
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    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: http://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

    Files in This Item:

    File Description SizeFormat
    75-84.pdf695KbAdobe PDF946View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback