This study investigated the effectiveness of advertising using a cross-media approach. A laboratory experiment with a randomized controlled trial and a sample of college students (N = 34) was used to test whether the level of involvement was higher for tablet or print advertisements. Subjects were divided into two groups: those who saw the advertisements in print and those who saw them on tablets. Contrary to expectations, brand recall and purchase intent were higher for those viewing print than for tablet advertisements, although respondents considered interactive advertisements more engaging. One explanation is that most of the participants were so immersed in the content of the magazine, that they overlooked the advertisements in general.

Library of Congress Subject Headings

Internet marketing--Research; Advertising, Magazine--Research; Interactive marketing--Research; Consumer behavior--Research; Advertising--Brand name products

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


Williams, LaVerne


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6146.I58 S67 2012


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