COMMUNICATIVE BUSINESS - 2010 - 1

Abstract
Publishers are actively selling cross-media advertising. In order to help determine whether this makes sense from a client’s perspective, an experiment was conducted in Germany in order to compare advertising effectiveness of cross media advertising with comparable single-medium schedules (pure Internet and pure print advertising). Findings suggest that while a combination of Internet and print advertising is more effective than only Internet advertising with regard to brand attitude, no differences were found between advertising effectiveness of the combined media and print. The authors theorize that the difference between Internet and print advertising disappears as advertising involvement increases and that, for conditions of low advertising involvement, advertisers might evoke priming synergy by using print advertising to sensitize audience members to Internet advertising messages.

Abstract
Most aspects of consumer behavior are culture-bound. This paper reviews the cultural aspects of mental processes that are the basis of human communication and information processing, and thus, underlie models of how business communication works. The Hofstede model of national culture is used to explain variance. Analyzed are cognitive processes such as abstract versus concrete thinking, categorization and information processing. Implications for global branding and advertising are included.

Abstract
This article identifi es and reviews the three routes to judgment – elaborative, peripheral, and automatic processing – and their antecedents and consequences in the context of advertising effects. The mechanism of these routes are illustrated through the consideration of the roles of product, media, programming context, mood, individual differences, cognitive load, and other variables that may infl uence the way a judgment is formed. The multiple roles of affect in each of these types of judgment-formation processes are also discussed. We concluded that different types of judgment process are determined by product related factors, media related factors, and consumer related factors. Further, the present study suggests the impact of affect on three types of judgment processes that consequently lead to consumers’ attitudes. Based on the findings of the study, theoretical applications for future studies are recommended.