Improving the media mix: how promotional products enhance advertising impact

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dc.contributor.authorLiu, Fang
dc.contributor.authorLeBlanc, H. Paul, III
dc.contributor.authorKanso, Ali
dc.contributor.authorNelson, Richard
dc.creator.orcid0000-0001-5126-8881en_US
dc.date.accessioned2022-11-04T19:41:20Z
dc.date.available2022-11-04T19:41:20Z
dc.date.issued2022-03-23
dc.descriptionThis item is embargoed until September 22, 2023. You can view the final published version of the article at https://doi.org/10.1080/13527266.2022.2054850.en_US
dc.description.abstractMany traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.en_US
dc.description.departmentCommunicationen_US
dc.identifier.citationLiu, F., LeBlanc III, H. P., Kanso, A., & Nelson, R. (2022). Improving the media mix: how promotional products enhance advertising impact. Journal of Marketing Communications, 1-20.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12588/1263
dc.language.isoen_USen_US
dc.publisherTaylor & Francisen_US
dc.relation.ispartofseriesJournal of Marketing Communications;
dc.subjectpromotional productsen_US
dc.subjectadvertising effectivenessen_US
dc.subjectsynergyen_US
dc.subjectmedia mixen_US
dc.subjectTVen_US
dc.subjectprinten_US
dc.titleImproving the media mix: how promotional products enhance advertising impacten_US
dc.typeArticleen_US

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