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The involvement of new media in advertising causes media campaigns to move further away from appealing the masses and to take a much more individualistic approach to mediated communication. Because of this, employing a cross-media approach allows a more effective distribution of content, mixing the advantages of online and interactive media with the benefits of print. This study investigates the effectiveness of advertising using a cross-media approach and tests whether the level of involvement is higher for tablet or print advertisements. The findings and analyses derived from this study should be helpful to Communication and Marketing professionals targeting specialized audiences with innovative mediums and integrated marketing campaigns.