The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort

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dc.contributor.author Martin, Ashley N.
dc.date.accessioned 2014-11-20T22:17:03Z
dc.date.available 2014-11-20T22:17:03Z
dc.date.issued 2014-11-20
dc.identifier.uri http://hdl.handle.net/2097/18705
dc.description.abstract Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Integrated marketing communications en_US
dc.subject Product involvement en_US
dc.subject Message sequence en_US
dc.subject Channel sequence en_US
dc.subject Elaboration likelihood model en_US
dc.subject Need for closure en_US
dc.title The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Journalism and Mass Communications en_US
dc.description.advisor Curtis Matthews en_US
dc.subject.umi Marketing (0338) en_US
dc.subject.umi Mass Communications (0708) en_US
dc.date.published 2014 en_US
dc.date.graduationmonth December en_US


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