The Information Processing of Coordinated Media Campaigns
研究了消费者在观看电视广告后听到相同音频的广播广告（即“广播回放”）时的信息处理过程，发现消费者很少进行批判性评估，而是倾向于在脑中重播电视画面，且对广告和品牌的评价与重复播放电视广告一样积极。
Marketers are increasingly coordinating their advertising campaigns across media. The authors use information processing theory to examine consumer response to coordinated TV and radio ads. “Radio replay” is defined to occur when a consumer views a TV ad and later hears the audio track from the TV ad as a radio ad. The outcomes from radio replay are posited to depend on the relative extent of comprehension, retrieval, and elaborative processes that consumers undertake during the reinforcing radio ad exposure. The results of a laboratory experiment examining coordinated radio and TV ads show that when consumers heard a radio replay, they did very little critical, evaluative processing. Rather, they appeared to replay mentally the video from the television ad. Recall results are consistent with this processing. Judgments of the ads and the brands, however, are as positive for radio replay as they are for the television repetition condition. Implications of these findings for advertising theory and practice are discussed.