Cross-media Synergy Research Articles

Paid, Owned and Earned Media Research: A Mixed Review, Reflections and Agendas for Future Research

This study aims to advance the understanding of POEM (paid, owned and earned media) literature through a mixed-review approach, comprising bibliometric and thematic analyses. VOSviewer was used for the bibliometric analysis of 816 articles from the Scopus database, while thematic analysis identified five themes and 17 sub-themes. The major thematic clusters are (a) brand communication and engagement via social media; (b) dynamics of media engagement and marketing strategies; (c) advertising, cross-channel synergy and branding; (d) mediated diplomacy and advertising literacy; and (e) the role of different media types in brand communication. This study presents the current state of research in POEM marketing and provides actionable recommendations for marketing practitioners and policymakers. Practitioners can use these findings to adapt and integrate emerging communication strategies, while policymakers can develop guidelines to enhance marketing practices and regulatory frameworks. Additionally, the study outlines five future research directions: (a) the integration of AI technologies, (b) ethical considerations, (c) cross-media synergy, (d) interdisciplinary approaches and (e) robust research methodologies.

The relative influence of advertising and word-of-mouth on viewing new season television programmes

PurposeThis paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning.Design/methodology/approachThe study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour.FindingsThis study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme.Research limitations/implicationsThe findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns.Practical implicationsFindings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act.Originality/valueThis is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.

A mexicanidade encontra o americanismo: A circulação de imaginários nacionais e os regimes de gênero entre o Western e a Comedia Ranchera

Este ensaio discute os fluxos cinematográficos transregionais entre Hollywood e a indústria cinematográfica mexicana, usando o exemplo de dois grandes gêneros: o western estadunidense e sua contrapartida mexicana, a comedia ranchera. Como um estudo científico de “glocalização” (ver RO- BERTSON), este ensaio traça algumas das complexas interconexões entre esses dois gêneros e o “capital midiático” (CURTIN) investido, que será espe- cificado de acordo com “lógicas de acumulação”, “forças socioculturais vari- áveis” e “trajetórias de migração criativa” particulares, incluindo não somente as equipes de filmagem, como diz Curtin, mas, particularmente, padrões de gênero. Portanto, aqui se examina a circulação de estrelas e outras pessoas da equipe de filmagem, sinergias crossmedia entre as indústrias de cinema e de música, bem como intervenções políticas de governos e inter-relações econômicas entre as respectivas indústrias culturais (trans)nacionais. Dá-se uma atenção específica às negociações de identidades de gênero e culturais vis-à-vis os processos misturados de globalização e localização.

The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition)×2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect.The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.

The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy

This research investigates the role of fit between campaign ads in generating cross-media effects. Using an ecologically valid design, this article enhances our understanding of cross-media effects in real life. By combining a content analysis of Dutch cross-media campaigns with a secondary data analysis of tracking studies on the same campaigns (n = 900), this research revealed that fit contributed positively to campaign evaluations yet contributed negatively to brand and campaign memory. In conclusion, this research shows that fit is an important factor in understanding cross-media synergy but might have both positive and negative effects.

Exploring interaction: Print and online news media synergies

Synergies between print and online activity in the newspaper industry are not fully understood. Nor is their influence on newspaper circulation rates. Both issues are investigated using data from a small survey of regional newspapers. In particular, we show how cross-media synergies for print and online interaction can be estimated against a simple conceptual model. Also how different combinations of cross-media exposure can be identified. Interestingly, the study reveals that synergy is complementary and positively impacts on circulation rates.

The role of varying information quantity in ads on immediate and enduring cross-media synergies

Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. However, if there are no differences in modality, it is unclear if mixed online–offline media usage can lead to cross-media synergies. The author draws from research on priming and two-factor theory of repetition to argue that varying information quantity on ads in different media leads to differences in ad processing at initial exposures, which impacts how information-processing capacity is allocated on retrieval vs. encoding activities on later exposures. This research compares the effect of combined online–offline media usage [Internet banner–print magazine–permission email (I–P–E) or email ad–print ad–Internet banner(E–P–I)] vs. single-media usage (I–I–I, E–E–E, and P–P–P) on aided and unaided brand information recall and brand attitude. Experimental data show that mixed-media use with increasing brand information (I–P–E) has a synergistic effect leading to significantly better immediate and delayed outcomes. Implications are drawn for media planning and media scheduling.

The Role of Varying Information Quantity in Ads on Immediate and Enduring Cross-Media Synergies

Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. However, if there are no differences in modality it is unclear if mixed online-offline media usage can lead to cross-media synergies. Drawing from priming research and two-factor theory of repetition, the authors argue that varying information quantity on ads in different media leads to differences in ad processing at initial exposures which impacts how information processing capacity is expended on retrieval versus encoding activities on later exposures. This research compares the effect of mixed media usage (Internet banner-Print magazine-permission Email or E-P-I) versus single media usage (I-I-I, E-E-E, and P-P-P) on aided and unaided brand information recall and brand attitude. Experimental data show that mixed media use leads to synergy and mixed-media with increasing available brand information (I-P-E) lead to significantly better immediate and delayed outcomes. Implications are drawn for media-planning and media scheduling.

The Books That Sing

This paper is an examination of phonograph records marketed to children in the first decades of the phonograph industry and the cultural discourses that surrounded them. I focus on the first book and record hybrid marketed to children: a pioneering instance of cross-media synergy between the book publishing and record industries. The first edition of the “Bubble Books” was released in 1917, and indicates the design of home media texts that were considered to be “good for children,” as well as some of the anxieties that surrounded the arrival of such products into the home. The marketing of “the books that sing” provides a rich case study in the early implementation of techniques for marketing children's media that would become widespread later in the twentieth century. Advertising materials for Bubble Books reveal a lost phase in the development of the marketing of children's media products to parents and children. Ultimately, this essay is concerned not only with adding the phonograph industry to historical accounts of children's media, and with documenting early strategies for marketing children's media products, but also with identifying aspects of that marketing that allowed these pioneering instances of home media products for children to be woven into the fabric of everyday American family life.

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of within- and across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the within- and cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies —within-media (i.e., intra-offline) and cross-media (online-offline)— exist. We show how within- and cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media.