Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns

Chapter
Part of the EAA Series book series

Abstract

In the current media landscape, advertisers can choose numerous media for their advertising campaigns. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign.

Keywords

Marketing Allo Smit Banner 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Amsterdam School of Communication ResearchUniversity of AmsterdamAmsterdamNetherlands
  2. 2.Memo2 Independent Research AgencyAmsterdamNetherlands

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