Does Synergy Work? An Examination of Cross-Promotion Effects

Abstract

This experimental study was designed to examine the effectiveness of cross-media program promotion. The results showed that the employment of coordinated television and print program promotions led to higher attention from audiences, improved message recall, higher perceived message credibility, more positive attitudes toward the promotion, more positive attitudes toward the program, and greater viewing intent compared to using repetitive single-source promotions. By incorporating cognitive variables such as attention, memory, and attitudes, this study bridges a gap in the existing literature on broadcast promotion and has the potential to aid networks, media practitioners, and academic researchers to a better understanding of cross-media promotion effects.