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The aim of the study is to investigate the role of media sequence on consumers' responses to cross-media campaigns. To do so, we conducted an experiment in which we studied the effects of a combination of TV commercials and websites (TV commercial–website vs. website–TV commercial) for two different product categories. The results indicated a consistent interaction effect of media sequence and product involvement regarding two campaign targets: attitudes toward the ads and message evaluation. These interaction effects showed that while a TV commercial–website sequence was effective for informing consumers about both high- and low-involvement products, the website–TV commercial sequence was only suitable for informing consumers about high involvement products. The main conclusion is that the sequence of exposure is vital in cross-media campaigns. The study also demonstrates under which conditions this is particularly important.
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Voorveld et al. (2011) studied this question.
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