According to Hidle and Voorverd (2011), that the evidence on the effectiveness of cross-media

campaigns has shown that mixing online advertising with physical media advertising will contribute to
more favorable customer reactions than using only one tool. Nevertheless, people are increasingly
engaged in more than one media interaction at a time when using devices (i.e. multitasking media),
which may influence how audiences react to ads they see in these media. Hence, this paper investigates
commercial impact through multitasking media. Most precisely, the paper provides insight into the
feasibility of combined access to web and radio ads, through internet browsing and listening to the radio
at the same time.

Santana, Molina, Lara and Guerra (2015), suggested that the purpose of this research is to examine how
the perceptual, affective and conative experiences of certain voice features of radio spokespersons and
background music impact the promotional efficacy of a radio spot. We used an experimental design of 2
to 2 to 2 to 2 in 16 different radio shows where an ad hoc radio location was placed in the ad block. This
ad has changed according to the gender (male–female), voice tone (low–high) and dialect (local–
standard) variations of spokesperson. In comparison to these individual variables, the influence of
background music was also measured in ads and contrasted with those that contained words only. 987
Regular radio listeners tested.

Zheng (2012), said that this study examined the effect of 3 individual traits — namely cognitive need,
vivid mental imaging capacity, and transportability — on one's psychological transportation and
subsequent shift in perception after listening to a radio narrative advertising. The research has shown
that both vivid mental processing capacity and transportability appear to have a significant influence on
one's degree of transportation. In fact, the research has shown that a higher degree of travel contributes
to a more powerful convincing effect on one's affective and conative reactions to narrative radio
advertisement.

Riebe and Dawes (2015), suggested that this research used the Australian radio industry as a test case to
examine the connection between the radio advertisement noise and commercial recall. Here the word '
clutter' is described as a greater number of advertisements over a given period of time. The research
used an experimental design in which some sample participants were subjected to a high-advertising
clutter radio system, while others were exposed to a low-clutter environment. The respondents of' low-
clutter' identified as many advertisements on average as the respondents of' high-clutter.' Seeing that
the low-clutter respondents were subject to much less advertising, the proportion of advertisements the
low-clutter respondents remembered was more than double that of the high-clutter respondents
According to Lavack, Thakor and Bottausci (2015), that most advertisements on the radio use
background music to complement a statement. This work explores how brand-congruent music (i.e.
music that' suits' the brand) can impact' Attitude to the Ad' (AAd) and' Attitude to the Brand' (ABrand),
especially when used with different types of ad copies that are more or less taxing of cognitive energy
(high-cognition and low-cognition advertisement copy). Congruent music leads in a more optimistic AAd
and ABrand as opposed to incongruent music or no music in high-cognition advertising. Such influence is
not associated for low-cognition advertising, though, because AAd (and ABrand) is identical for all three
cases of congruent music, incongruent music and no music.

Wakolbinger, Denk and Oberecker (2009), stated that over the past few years, cross-media
advertisement has gained broad interest from researchers but there are only a few longitudinal trials
that examine the efficacy of web and print advertising convergence. Contributing to this relevant
research area, this essay analyzes the efficacy of print and online media ads, as well as the effects of
integrating these two distribution formats on the overall effectiveness of advertisement. Our study
supports existing findings that print and online advertising feature the same advertising effectiveness.
Nevertheless, our experimental data still demonstrate the effects of cross-media advertising.

According to Banerje and Dholakia (2012), Using mobile phones, location-based advertisement (LBS)
seeks to eliminate regional and knowledge gaps between customers and business offers by targeting
shoppers when they are close to advertiser locations. While such contextual ads may seem useful, it
may also be seen as invasive. This paper explores the efficacy of such "comfortable" ads through an
analysis that manipulates the place in terms of a social-public aspect. The results suggest that this
position aspect and what the recipients do (context) influence their understanding of ad value, store
perceptions, and ability to react to the deal.
The results are discussed in terms of how to advertise, when and where using mobile devices.

Pelsmacker, Geuens and Anckaert (2013), stated that Humorous, dry, and logical TV and print ads are
being studied in similar contexts for television and print. The effect on the mindset towards the ad and
recollection of ad design / story type congruence and meaning enjoyment was observed. Results
indicate that individuals with low participation viewed advertising inserted in a congruent sense as
simpler and more likable. Low engagement people viewed ads presented in a sense of comparison as
having a greater likeability and transparency. Ads shown in a highly prized sense in television or print
culminated in a more positive attitude towards the ad. In comparison to a print environment, ad quality
and brand recall in a television setting have been successful
Influenced by a meaning which is well understood.
According to Miller and Marks (1998), A controversy on the relative effectiveness of various
imaging-evoking approaches in shaping customer reactions to ads has been unanswered in the
marketing literature. This study examined the impact of three imaging-related techniques widely
used in radio advertising — sound effects, dramatic visual phrases, and imagining instructions—
in shaping mental imagery, ad-evoked emotions, and ad-evoking attitude. The theoretical basis
for the research is an imaging paradigm based on the theory of the propositional
representations. Going keeping with the theory's results, of the three approaches, sound effects
have had the greatest impact on vision and affective reactions. Similar to speech
results had a slightly weaker effect on the vibrant verbal post. However, the instructions to imagi
ne had a very weak impact on imagery and no significant impact on effect. The findings eventua
lly showed that the three approaches had communicated with each other. © John Wiley & Sons, 
Inc 1997.

Gronholdt (2000), stated that the article introduces a description of the radio advertisement impact and
the model's empirical evidence. The model ties purpose purchasing to ad commitment and ad
disposition, which in effect is related to ad content, ad emotions and ad focus. The formula is defined as
a type of structural equation, and the model is measured and evaluated using PLS. The report discusses
findings from 441 programs on radio ads, and the analysis shows strong support for the concept
suggested. The results clearly show that ad quality affects buying behavior more than ad spending, and
feelings (positive as well as negative) mediate the reception of ads. Performance and Implication are
discussed.

Knoll and Matthes (2016), said that celebrities regularly promote fitness programs, goods, labels,
political candidates. Through meta-analysing 46 studies published up to April 2016 involving 10,357
people, we studied the efficacy of such endorsements. We examined celebrity endorsements in the
sense of for-profit and non-profit campaigns by implementing meta-analysis at multilevels. Findings
showed significant positive and negative effects when the analyses included the potentially appropriate
moderators. Among male actors who suit well with an indirectly supported target (d=.90), the most
optimistic attitudinal impact emerged. The most negative effect for female models was identified who
did not match directly with an
Item supported (d = to −.96). In comparison, celebrity endorsements fared worse than price stamps, cer
tificates, or endorser products endorsed. No prejudice to publication was found. The thesis has theoretic
al and practical consequences, and it offers a future research agenda.
According to Gebreselassie and Bougie (2019), The aim of this paper is to discuss the use of
advertisement variance and repeat approaches to convey social issues in LDCs. Research 1 used an
unusual inter-subject research of 106 students subjected to either the varying state of ads (a negative
appeal accompanied by a favorable appeal or vice versa) or the condition of reinforcement (two
conflicting appeals). In Study 2, the study involved a total of 111 students from the University of Tilburg
and 95 students from Addis Ababa University. A random sequence of experimental envelopes allocated
one of the following command conditions to the students
(Negative – positive appeal, negative – negative appeal, positive – positive appeal, and positive – negativ
e appeal). Research 1 reveals that for many social issues a strategy of advertisement variance (a negative
appeal accompanied by a positive appeal) is more efficient in terms of recollection than a strategy of
advertising consistency (two negative appeals). Study 2 draws on these observations by discriminating
between tabular and non-taboo issues. This distinction is important because many social issues in the
LDCs, such as Aids, domestic violence and child abuse, remain taboo. Ironically, Study 1 results was
repeated for non-taboo concerns but not for taboo things. If a question is a conversational prohibition in
a particular culture
then a strategy of advertisement consistency, using only optimistic messages, is more successful than a s
trategy of advertising variety. A drawback of both experiments may be the use of students as subjects.
Because the students ' responses to particular message appeals may be age-related, questions about the
results ' generalizability are warranted. Finally, the findings of this paper offer social marketers useful
information on when and how to incorporate various types of promotional techniques in LDCs.

Santana and Molina (2016), stated that in the context of radio ads, the analysts examine how the voice
of a speaker affects its image and measurements. Two iterations of a radio program were built in which
an advertising block (standard accent[ SA] vs local accent[ LA]) was introduced into an ad hoc radio spot
that was checked on a group of 987 radio listeners. The results have consequences for the selection of
spokespersons, since the impact of accent on authenticity relies on the understanding of the listeners of
their own accent and on accent stigmatization. In fact, the SA is having the best reputation ratings.

According to Stella and Vijayalakshmi (2017), The success of ads is linked to how well a company's
campaign serves the intended purpose. Local companies use many different statistics or metrics to
measure the effectiveness of their ads. Such metrics can be used for many forms of ads, including tv,
radio, direct mail, the Web and even advertisements on billboards. With many communications or
promotions the promotional efficacy of a company usually increases over time. Yet, nearly certainly,
those promotional targets can be achieved. The foremost concern of marketers in today's liberalized
and globalized Indian economy is that of keeping ads successful. The marketing research services
provide the advertiser with useful information and knowledge about the desires, expectations and
demand of the customer. Ad producers and advertisers can use this knowledge to plan the look of their
advertising. Learning about the efficacy of ads is very relevant for advertisers because large sums of
money are pumped into advertisements. The study's goal is to figure out the efficacy of ads and social
channels that affect the consumer's minds. Quota sampling is the sampling approach used for the
analysis. The template used for the analysis is concise. In this analysis the sample size is 120.
The tool used for collecting the data is questionnaire. The data gathering was evaluated and represente
d using percentage analysis and cross tabulation. It was noticed from the study and perception that adve
rtisement affects the customer's decision to make the purchase.

Khandeparkar and Abhisek (2017,) stated that the aim of this paper is to research the effect on two
forms of humorous advertising of three dimensions of media meaning–system form, break sort, and pod
place–: incongruity resolution (IR) and arousal protection (AS). The study aims to demonstrate that
different humor types are evaluated differently under similar media context elements and a particular
humorous advertisement can be evaluated differently under different elements of media context. Two
studies which were designed and performed as "between-subjects" concept evaluated the hypotheses.
The data collected was evaluated via ANOVA using IBM SPSS 22. The results indicated that the adverse
effect of negative mood (vs. positive mood) on IR advertising was stronger compared with AS
advertisements. Likewise, a sudden split (vs. gradual break) had a greater negative effect on IR ads.
Nonetheless, when put in positive mood programs and smooth breaks, all styles of humor were
successful. The findings suggest that to get a better return on their adspend, marketing and advertising
marketers need to understand the social sense as well as the comedy styles. The results of this study
may also refer to online medium. This is the first research to examine the three-dimensional effect of
media meaning on two forms of comedic content.