@article{fd4542697cd04557a149cb8d5e3f81e7,
title = "Improving the media mix: how promotional products enhance advertising impact",
abstract = "Many 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.",
keywords = "Promotional product, Advertising effectiveness, Synergy, Media mix, TV, Print",
author = "Fang Liu and Paul LeBlanc and Ali Kanso and Nelson, {Richard Alan}",
note = "Fang Liu (PhD, University of Western Australia) is an Associate Professor in Marketing at the Business School, University of Western Australia, Perth, Australia. Her research interests centre around advertising and branding, consumer experiences, food and health marketing, tourism marketing, product innovation and value creation. H. Paul LeBlanc III (PhD, Southern Illinois University Carbondale) is a professor in the Department of Communication at the University of Texas at San Antonio, USA. His research focuses on interpersonal and relational communication and communication education. Ali M. Kanso (PhD, Ohio University) is a professor in the Department of Communication at the University of Texas at San Antonio, USA. His research focuses on integrated communications, international advertising, marketing, and public relations strategies. Richard Alan Nelson (PhD, Florida State University) was an adjunct professor of integrated marketing communications in the Hank Greenspun School of Journalism and Media Studies, University of Nevada, Las Vegas, USA. His research interests involved marketing communications, public relations/public affairs, and global business ethics issues.",
year = "2022",
month = mar,
day = "23",
doi = "10.1080/13527266.2022.2054850",
language = "English",
journal = "Journal of Marketing Communications",
issn = "1352-7266",
publisher = "Routledge",
}