Memorándum de Entendimiento (MoU) entre Codelco y SQM
Simultaneous cross-media advertising: the role of involvement
1. The effects of simultaneous cross-media
advertising on recall and brand attitude:
The role of involvement
Tim Smits (KULeuven - @timsmitstim)
Jos Hornikx (RU Nijmegen - @joshornikx)
ICORIA2013 (ZAGREB, CROATIA)
2. Mere repetition vs Synergetic repetition
Extensive research
Synergy = varied but integrated marcom
Results:
Proven efficiency (NAIK & RAMAN, 2003; NAIK & PETERS, 2009)
Stronger effects on cognition than on attitudes (CHANG
& THORSON, 2004; STAMMERJOHAN ET AL. 2005; VOORVELD, NEIJENS & SMIT, 2011)
Synergy in tools (ads-publicity)
or channels (TV-radio-web-print)
3. Synergetic vs Simultaneous repetition
Increasing popularity of media multitasking
Plausible negative effects on information
processing given the distraction
But what about ads?
Possible benefits:
• Semi-conscious: Forward encoding, costly signal, …
(VOORVELD, 2012)
• Peripheral: multichannel variation on roadblocking
Drawback:
• Capacity distribution over channels reducing impact;
distraction interfering with dominant process (cf. ELM)
4. VOORVELD (2012)
Between-subjects design:
web-web ; radio-radio ; web-radio
Target ad: Panasonic Plasma TV
Results:
web-radio = web-web > radio-radio
No a priori advantage of multi-channel
roadblocking?
Potential explanation: visual dominance OR
experimental circumstances boosted message
involvement, resulting in good single-channel effect
5. Hypotheses
H1: Repetition > Single ad exposure
cf. common marketing knowledge (BERLYNE 1970; PECHMANN
& STEWART 1989)
H2: Simultaneous synergy > mere repetition ONLY
IF low involvement in message processing
– High involvement = conceptual replication VOORVELD (2012)
– Low involvement: perceptual roadblocking advantage
6. Material
2 x 3-minute presentation: web+radio
Target ad (Ford) manipulation BS:
- web-radio (cross-media)
- web-web (single media exact repetition)
- web (single exposure)
Filler ads for all non-target ad places
Order manipulation for balanced design
9. Results on cued recall
H1: Repetition > Single ad exposure (F(2, 395) = 11.20, p < .001)
H2: Simultaneous synergy > mere repetition ONLY IF low
involvement in message processing: (F(1, 242) = 11.18, p = .011)
10. Results on % free recall
Similar pattern cf. cued recall
Results on attitudes
No differences between conditions
0
10
20
30
40
50
60
70
80
90
Cross-media Single medium
repetitive
Single exposure
Low involvement
High Involvement
11. Discussion
Repetition > Single ad exposure (H1)
Simultaneous synergy > mere repetition under
low involvement (H2)
Further support of synergetic effects
Study adds importance of involvement
Study underlines importance of control
condition of single ad exposure
12. Discussion
Cross-media effects benefit particularly in
situations of low involvement
-> peripheral, perceptual “roadblocking”
No effect on brand attitudes? Cf. earlier findings
OR because product was unaffordable?
13. Take-home message
Synergetic effects of web+radio exist, but do not
overestimate them:
No effects on brand attitude
Can radio commercials actually be targeted
simultaneously to banners?