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Erschienen in:

2013 | OriginalPaper | Buchkapitel

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

verfasst von : Hilde Voorveld, Edith Smit, Peter Neijens

Erschienen in: Media and Convergence Management

Verlag: Springer Berlin Heidelberg

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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.

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Vorheriges Kapitel A Process for Managing the Re-convergence of Marketing Functions

Nächstes Kapitel Managing Brands in a Converging Media Environment

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Titel: Cross-media Advertising: Brand Promotion in an Age of Media Convergence
verfasst von: Hilde Voorveld
Edith Smit
Peter Neijens
Verlag: Springer Berlin Heidelberg
Buch: Media and Convergence Management
Print ISBN: 978-3-642-36162-3

Electronic ISBN: 978-3-642-36163-0

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-36163-0_9