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The Relationship Between Cross-Media Usage and Brand Recall


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

The involvement of new media in advertising causes media campaigns to move further away from appealing the masses and to take a much more individualistic approach to mediated communication. Because of this, employing a cross-media approach allows a more effective distribution of content, mixing the advantages of online and interactive media with the benefits of print. This study investigates the effectiveness of advertising using a cross-media approach and tests whether the level of involvement is higher for tablet or print advertisements. The findings and analyses derived from this study should be helpful to Communication and Marketing professionals targeting specialized audiences with innovative mediums and integrated marketing campaigns.

Product Specifications
SKU :COC64640
AuthorGabriela Sosa Lamarche
Number of Pages60
Publishing Year2013-08-12T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00