Media synergy comes of age — Part 2

Abstract

This is part II of this paper. Part I was published in Vol. 11, No.1. The research reported in this paper is a follow-on to the Schultz paper (JDDDMP (2006) Vol. 8, No.1. pp. 13–19) where the subject of media synergy was raised. In this study, the concepts identified in the original paper have been extended using data from the SIMM (Simultaneous Media Usage) database, which has been collected in the US since 2002. Four consumer media usage and impact variables are used in the analysis: (a) amount of time spent with each of the 31 media forms gathered in the studies, (b) what media forms were used and in what combinations (simultaneous usage) (c) the impact of the media forms in each of eight product categories and (d) consumer reported intent to purchase in a product category in coming periods. Using Chi-Square Automatic Interaction Detector analysis (CHAID), the key media forms were identified for each of three product categories: computers, automobiles and fast food restaurants. This research is an important step in the actual determination of media synergy, which can be used by media planners and buyers.