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for low-involvement products and consumers with negative dispositions. While a
comparison between TV and online advertising may seem natural given their similar

presentation on screens and the ability for online advertisements to employ animation,

no research has yet directly compared the effects of these two mediums. With a related
focus, Chang and Thorson (2004) find that television-web synergies lead to higher

attention, greater perceived message credibility, and more total and positive thoughts
than do repetition. Additionally, Yoon and Kim (2004) compare how consumers

perceive the relationships between different products and media types, including online,

print, and television. This research makes a direct comparison between online, print,
and television advertisements with regards to advertisement perception, brand

identification, and purchase intention. Moreover, this study incorporates the effects of
different advertisement shapes as well as the relative influences of video and rich media

in online advertisements. To the author’s knowledge, no research has yet compared the
effectiveness of all three of these media types, nor have there been prior studies

incorporating the increasingly popular online advertisement formats of both rich media

and video.

(Michael Sall (2009) : https://repository.upenn.edu/wharton_research_scholars/68/)

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