Cross-media Advertising: Brand Promotion in an Age of Media Convergence

Hilde Voorveld (h.a.m.voorveld@uva.nl), Edith Smit (e.g.smit@uva.nl) and Peter Neijens (p.c.neijens@uva.nl)
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Hilde Voorveld: University of Amsterdam
Edith Smit: University of Amsterdam
Peter Neijens: University of Amsterdam

Chapter 9 in Media and Convergence Management, 2013, pp 117-133 from Springer

Abstract: Abstract Cross-media advertising, in which more than one medium platform is used to communicate related brand content, has become widespread. Several reasons for cross-media strategies can be distinguished: target group extension, complementary effects, repetition, and synergy. Media synergy—the added value of a medium as a result of the presence of another medium—is considered a possible main advantage of cross-media advertising. Four processes which may underlie cross-media synergy effects are described in this chapter: encoding variability, multiple source credibility, forward encoding, and backward retrieval. This chapter also discusses factors that influence the effects of cross-media advertising, such as fit, sequence, and the multitasking consumer. There is little media planning data for cross-media campaigns, because audience readership research has traditionally focused on each medium separately; thus, information about the overlaps between people’s use of various media is lacking. The chapter discusses new developments in audience readership research which are important for cross-media campaigns, as well as designs for cross-media effect research.

Keywords: Multiple Medium; Synergy Effect; Involvement Product; Advertising Effect; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-36163-0_9

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