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Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns

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Abstract

The increasing flexibility to choose between media devices, the growing availability of multiple digital platforms, as well as different converged devices and services are just some of the most prevalent examples reflecting current changes in the media industry. At the same time, these changes are not without implications for consumers. Media multitasking or the use of multiple screens at the same time is one characteristic of today’s media consumers. Against this background, we want to discuss the advantages and opportunities for marketers when using multiple media in their marketing efforts—following the concept of cross-media advertising. A report on the concept’s major benefits and underlying theoretical mechanisms forms an integral part of this chapter. To this end, we present research exploring the topic of cross-media advertising’s effectiveness and derive some concrete recommendations for marketers when it comes to choosing the most appropriate channel combinations. Promising directions for future research efforts conclude our chapter.

Keywords

  • Cross-media advertising
  • Media multitasking
  • Media synergy
  • Cross-media advertising effectiveness
  • Cross-media channels

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  • DOI: 10.1007/978-3-030-86680-8_11
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Correspondence to Sandra Diehl .

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Diehl, S., Koinig, I., Scheiber, R. (2022). Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_11

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