Semester of Graduation

Spring 2019


Master of Mass Communication (MMC)


Mass Communication

Document Type



Using a 2x2 experimental design, this study evaluated the effectiveness of two ad factors on TV billboards. Four experimental conditions were created around a previously aired Olympic hockey game to measure how contextual fit and cross-promotion affect audience evaluations of a brand presented on a TV billboard. The hypotheses predicted measurable effects based on past advertisement and sponsorship literature. A total of 150 usable respondents returned significant main effect results, as well as supporting interaction effect results. Particularly, contextual fit encouraged participant purchase intention and the presence of cross-promotion encouraged more positive attitudes toward a brand. Limitations and future research are discussed.

Committee Chair

Jeong, Yongick