Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns
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.
KeywordsMarketing Allo Smit Banner
Unable to display preview. Download preview PDF.
- Aronson, B. and R. L. Zeff in: Kanso, A.M., and R. A. Nelson (2004), “Internet and magazine advertising: Integrated partnerships or not?,” in: Journal of Advertising Research,Vol. 44(4),317–326.Google Scholar
- Bronner, A. E. (2006), “Multimedia-synergie in reclamecampagnes [Cross-media synergy in adver-tising campaigns],” Stichting Wetenschappelijk Onderzoek Commerciële Communicatie (SWOCC), Amsterdam.Google Scholar
- Bronner , A. E.; Neijens, P. C. and W. F. Van (2003), “Multimediacampagnes: Populair maar weinig onderzocht,” in: A. E. Bronner (2003) (Ed.): Ontwikkelingen in het marktonderzoek Jaarboek MarktOnderzoekAssociatie [Developments in Market Research, Yearbook Market Research Association], De Vrieseborch, Haarlem, 25–38.Google Scholar
- Chatterjee, P. (2012), “The role of varying information quantity in ads on immediate and enduring cross-media synergies,” in: Journal of Marketing Communications,Vol. 18(3),217–240.Google Scholar
- Confer, M.G. and D. McGlathery (1991), “The research study: The advertising impact of magazines in conjunction with television,” in: Journal of Advertising Research,Vol. 31(1),64.Google Scholar
- Dijkstra, M. (2002), “An experimental investigation of synergy effects in multiple-media advertis-ing campaigns,” PhD dissertation, Tilburg University. The Netherlands.Google Scholar
- Kanso, A. M. and R. A. Nelson (2004), “Internet and magazine advertising: Integrated partnerships or not,” in: Journal of Advertising Research,Vol. 44(4),317–326.Google Scholar
- Keller, K. L. (1996), “Brand equity and integrated communication,” in E. Thorson and J. Moore (1996) (Eds.): Integrated communications: Synergy of persuasive voices: Erlbaum, Hillsdale, NJ 103–132.Google Scholar
- Thorson, E. and J. Moore (1996), “Integrated communication. Synergy of persuasive voices,” Lawrence Erlbaum Associates, NJ.Google Scholar
- Voorveld , H. A. M.; Neijens, P. C. and E. G. Smit (2012), “The interacting role of media sequence and product involvement in cross-media campaigns,” in: Journal of Marketing Communica-tions,Vol. 18(3),203–216.Google Scholar
- Voorveld, H. A. M. (2013), “Cross Tools and Cross Media Effects,” in: Oxford Bibliographies in Communication. P. Moy (2013) (ed.): Oxford University Press, New York.Google Scholar