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ABSTRACT
Nowadays there is an increasing trend in simultaneous rather than sequential multiple media consumption. At the same time a significant rise in media exposure is recorded, even though the amount of time people spend on media remains constant. The present study examines the effects of sequential versus simultaneous exposure to ads for the same brand on TV and the internet on consumers’ attention to, comprehension of, and attitude toward a banner ad through the mediating effect of cognitive load. An experiment with 291 participants showed that sequential rather than simultaneous media exposure leads to more favorable banner ad attitudes via lower cognitive load, increased attention, and higher subjective comprehension. In sequential media consumption, participants processed the banner ads more systematically and deliberately compared to the simultaneous scenario. Significant implications for the effectiveness of multimedia advertising campaigns are highlighted.
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No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Fotini Theodorakioglou
Fotini Theodorakioglou is a PhD candidate in the Department of Business Administration at the University of Macedonia, Greece. Her research interests include cross-media advertising, media multitasking, and marketing communications. She has published papers in journals such as the British Food Journal, Qualitative Market Research: An International Journal, and Sustainability.
Leonidas Hatzithomas
Leonidas Hatzithomas is an Assistant Professor in the Department of Business Administration at the University of Macedonia, Greece. His research interests include humor, visual metaphors, gender issues in advertising, cross-media advertising, and social media communications. He has published in several journals, including the International Marketing Review, Psychology & Marketing, International Journal of Advertising, Journal of Consumer Behaviour, Journal of Product & Brand Management, British Food Journal, Journal of Global Fashion Marketing, Journal of Current Issues and Research in Advertising, and Journal of Marketing Communications.
Christina Boutsouki
Christina Boutsouki is a Professor of Marketing at Aristotle University of Thessaloniki, Greece. Her research interests lie in the areas of humorous advertising, visual metaphors, social media, neuromarketing and political communication. She has published her work in the International Journal of Advertising, International Marketing Review, International Journal of Retail & Distribution Management, Food Research International, Humor: International Journal of Humor Research, Journal of Current Issues and Research in Advertising, Communication Research Reports, Journal of Global Fashion Marketing, and the International Journal of Internet Marketing & Advertising among others.