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Erschienen in:
2015 | OriginalPaper | Buchkapitel
An Analysis of the Synergistic Effect in the Advertisement
Between the Television Commercials and the Internet Commercials
verfasst von : Tadahiro Yamada, Yumi Asahi, Katsuhiko Yuura
Erschienen in: Human Interface and the Management of Information. Information and Knowledge in Context
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Abstract
In recent years, in the advertising market in Japan, the Internet commercials have expanded to the second media following the television commercials. The consumers came to refer to more information when they take the purchasing action. It is said that the Internet commercials have the synergistic effect by combining with the mass media such as the television commercials. The authors analyze the effect of the advertisement and the promotion including the synergistic effect between the Internet commercials and the mass media such as the television commercials by using the single source data. For example, the percentage that the consumers who watched the television commercials are led to the Internet commercials is analyzed. As a result of the analysis, it becomes possible to clarify the effect that the contact to the advertisement gives to the purchasing process. And it will become a key of planning the marketing strategy in the companies.