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2013 | OriginalPaper | Chapter

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

Authors : Hilde Voorveld, Edith Smit, Peter Neijens

Published in: Media and Convergence Management

Publisher: 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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Title: Cross-media Advertising: Brand Promotion in an Age of Media Convergence
Authors: Hilde Voorveld
Edith Smit
Peter Neijens
Publisher: Springer Berlin Heidelberg
Book: Media and Convergence Management
Print ISBN: 978-3-642-36162-3

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

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