Abstract
Changing market circumstances push marketing managers to optimize advertising spending and search for the most effective and affordable advertising media. In integrated marketing communication (IMC), synergy can contribute significantly to reinforcing the preferred outcome, that is, total sales. Cross-media synergy, defined as the combined effect of more than one media that exceeds each medium’s individual effects on the measured outcome, is of particular interest (Naik and Raman, 2003; Chang and Thorson, 2004; Havlena, Cardarelli, and de Montigny, 2007).
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Assael, H. (2011). "From Silos to Synergy: A Fifty-year Review of Cross-media Research Shows Synergy Has Yet to Achieve ifs Full Potential." Journal of Advertising Research,Vol. 51(1):23.
Chang, Y. and Thorson, E. (2004). "Television and Web Advertising Synergies." Journal of Adver-tising, Vol. 33(2):75–84.
Coughlan, A.T., Choi, S.C., Chu, W., Ingene, C.A., Moorthy, S., Padmanabhan, V., Raju, J.S., Soberman, D.A., Staelin, R., and Zhang, Z.J. (2010). "Marketing modeling reality and the reali-ties of marketing modeling." Marketing Letters, Vol. 21(3):317–333.
Dekimpe, M. G., Franses, P.H., Hanssens, D.M., and Naik, P.A. (2008). "Time-series models in marketing." Handbook of Marketing Decision Models, 373–398.
Gatignon, H. and Hanssens, D. M. (1987). "Modeling marketing interactions with application to salesforce effectiveness." Journal of Marketing Research, 247–257.
Gopalakrishna, S. and Chatterjee, R. (1992). "A communications response model for a mature industrial product: Application and implications." Journal of Marketing Research, 189–200.
Greene, W. H. and C. Zhang (1997). Econometric analysis, Prentice hall Upper Saddle River, NJ.
Havlena, W., Cardarelli, R. and de Montigny, M. (2007). "Quantifying the isolated and synergistic effects of exposure frequency for TV, print, and Internet advertising." Journal of Advertising Re-search,Vol. 47(3):215–221.
Jagpal, H. S. (1981). "Measuring joint advertising effects in multiproduct firms." Journal of Adver-tising Research.;
Joseph, J. (2006). "Understanding Advertising Adstock Transformations" Available at http://ssrn.com/abstract=924128 (accessed November 2011).
Naik, P. A., Schultz, D. E., and Srinivasan, S. (2007). "Perils of Using OLS to Estimate Multimedia Communications Effects." Journal of Advertising Research, 257–269.
Naik, P. A. and Peters, K. (2009). "A Hierarchical Marketing Communications Model of On-line and Off-line Media Synergies." Journal of Interactive Marketing, Vol. 23(4):288–299.
Naik, P. A. and Raman, K. (2003). "Understanding the impact of synergy in multimedia communi-cations." Journal of Marketing Research, Vol. 40(4):375–388.
Naik, P. A., Raman, K., and Winer, R.S. (2005). "Planning marketing-mix strategies in the presence of interaction effects." Marketing Science, 25–34.
Palda, K. S. (1965). "The Measurement of Cumulative Advertising Effects." The Journal of Busi-ness, Vol. 38(2):162–179.
Raman, K. and Naik, P. A. (2006). "Integrated Marketing Communications in Retailing." Retailing in the 21st Century, 381–395.
Sant, D. T. (1977). Generalized least squares applied to time varying parameter models. Annals of Economic and Social Measurement, Vol. 6(3):301–314.
Tarascio, V. J. (1973). "Vilfredo Pareto: On the Occasion of the Translation of His Manuel." Cana-dian Journal of Economics, Vol.394–408.
Tellis, G. J. (2006). "MODELING MARKETING MIX." Handbook of marketing research: 506–522.
Voorveld, H. A. M. (2011). "Media multitasking and the effectiveness of combining on-line and radio advertising." Computers in Human Behavior, Vol. 27(6):2200–2206.
Weisberg, S. and Fox, J. (2010). An R companion to applied regression, Sage Publications, Incorpo-rated.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Suklan, J., Žabkar, V. (2013). Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_12
Download citation
DOI: https://doi.org/10.1007/978-3-658-02365-2_12
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02364-5
Online ISBN: 978-3-658-02365-2
eBook Packages: Business and EconomicsBusiness and Management (R0)