Media Synergy Research Articles

Research On Marvel's Marketing Model: An Analysis of Digital Marketing and Synergistic Effect

Marvel Studios occupies a significant position in the global entertainment industry. Its success is attributed not only to its film content but also to its unique marketing strategies. This paper aims to analyze Marvel's digital marketing model and the synergistic effects across different media. Through case studies of Marvel Studios' marketing strategies, this paper explores its practices and achievements in social media, content marketing, and cross-platform collaboration. Furthermore, this paper examines relevant market data and user feedback, comparing Marvel's marketing model with other well-known brands through comparative analysis. The research finds that Marvel has successfully established a strong brand influence and a loyal fan base through precise digital marketing and efficient media synergy. This paper will help other enterprises understand how to use digital marketing and synergies to enhance brand value and market competitiveness, demonstrating the effectiveness of Marvel's digital marketing strategies in developing brand cohesion and achieving high returns.

The Influence of Marketing Communication and Trust on Customer Loyalty with Customer Satisfaction as an Intervening Variable at PT. Media Synergy in 2023

<p>This research aims to see the influence of marketing communications, and trust on customer loyalty through customer satisfaction. This study was conducted at PT. Medial Synergy. This research uses a quantitative approach by applying a purposive sampling technique in selecting male and female samples and using the Konigsee Implant five times in one month. A total of 50 questionnaires were distributed to respondents. The analysis method used in this research is by using path analysis and assisted by the SPSS analysis application. Research findings show that marketing communication has a positive but not significant effect on customer loyalty, Apart from that trust has a significant positive effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, then marketing communication has a significant positive effect on customer satisfaction, there is a positive effect and significant trust in customer satisfaction, the indirect effect shows that customer satisfaction cannot mediate between marketing communications and customer loyalty, while customer satisfaction is proven to be able to mediate between trust and customer loyalty.<strong> </strong></p>

Handling Plastic Waste based on Sustainable Tourism in the Legal Framework of Telematics

The research proposes an integrated solution to the persistent plastic waste challenge by combining sustainable tourism principles with telematics-based legal interventions. This approach aims to surpass previous policies, leveraging technological advancements, economic incentives, and legal frameworks for a comprehensive waste management strategy. The study emphasizes a shift in legal paradigms toward community-oriented relations, bridging legal substance, structure, and culture. Empowering local communities through heightened awareness of environmental asset protection's broad impact, the research promotes ownership and responsibility. Through strategic social media utilization and effective communication, the study seeks to amplify community engagement, fostering a self-reinforcing cycle of positive change. Additionally, the study strives to establish a link between the proposed approach and economic growth in regional tourism, showcasing the potential for sustainable waste management to drive economic advancement. In summary, the research encompasses an innovative waste management model, long-term sustainability impact, integrated technological, economic, and legal factors, paradigm shift, community empowerment, social media synergy, and economic stimulus through enhanced regional tourism.

모바일, SNS, MCN 미디어 시대에 데이터 어낼리틱스 기반 미디어 시너지 제고 방안: ‘미디어 소비단위’별 연결망 분석을 통한 접근

This study calculated an analysis index to measure the synergy value of advertising media for each media consumption unit by data analytics methodology, away from the framework of defining the advertising media value of terrestrial TV based on ratings (listening rate, subscription rate, page view), which is a quantitative indicator of total delivery. Specifically, in the media consumption network in the era of mobile, SNS, and MCN, the betweeness centrality plays a role in finding the media consumption unit ('platform-time zone') that has the greatest control over communication or information flow.
 The value of the 'platform-time zone' node with a high betweeness centrality as an advertising medium is to increase the advertising value by linking word of mouth effects or comments of consumers. In addition, practical guidelines on how to operate multi-platform media mix that optimizes overall media synergy using these analysis indicators in the context of SNS and MCN media consumption through mobile were proposed. In this process, it has practical implications in that it proposed the optimal media mix between potential competitive brands and the media mix required to find potential advertisers suitable for a given media consumption unit based on the buyer-graphics of a specific product group.

Wychowanie przez przyrodę – wybrane współczesne aspekty

CEL NAUKOWY: Celem artykułu jest przedstawienie dobroczynnego wpływu przyrody na (młodego) człowieka, który współcześnie bardzo silnie jest zanurzony w świecie wirtualnym. Dzisiaj występuje potrzeba wychowania do interakcji z przyrodą. Teoretyczny namysł opiera się na założeniu, że kontakt z przyrodą stanowi czynnik minimalizujący zagrożenia związane z nowymi mediami.
 PROBLEM I METODY BADAWCZE: Problematyka badawcza ujęta została w postaci następujących pytań: Jaką wartość ma przyroda dla człowieka funkcjonującego w społeczeństwie cyfrowo- -informacyjnym? Jak współcześnie wychowywać najmłodsze pokolenie do kontaktu z przyrodą? Wykorzystana została metoda analizy i syntezy literatury oraz posłużono się wynikami badań, które są istotne dla badanego problemu.
 PROCES WYWODU: Punktem wyjścia do podjętych analiz są wyniki badań empirycznych wskazujące na: nadmierne korzystanie z nowych mediów elektronicznych, cyfrowe zmęczenie dzieci i młodzieży oraz pozytywny wpływ przyrody. W toku analiz ukazano, iż konieczna jest dzisiaj równowaga między technologią a przyrodą, pojawiają się zatem nowe zadania w obszarze wychowania przez przyrodę.
 WYNIKI ANALIZY NAUKOWEJ: Refleksja nad podjętą problematyką wskazuje na wieloaspektowy wpływ przyrody na człowieka. Dokonana analiza ujawniła, że przyroda pomaga zachować równowagę psychiczną, fizyczną i duchową oraz uniknąć przemęczenia cyfrowego, dlatego ważny jest proces wychowania uzupełniony o wymiar przyrody.
 WNIOSKI, INNOWACJE, REKOMENDACJE: Dostrzeżono potrzebę wychowania dzieci i młodzieży do bezpośredniego kontaktu z przyrodą. Zaproponowano i przedstawiono wychowawczą triadę – wychowanie w przyrodzie, dla przyrody i przez przyrodę, która winna być realizowana przez wszystkie środowiska wychowawcze. Ponadto zauważono potrzebę synergii mediów z przyrodą w dobie społeczeństwa medialnego w celu zachęcenia dzieci do przebywania pośród przyrody. Zaprezentowano cyberpark jako przykład ww. synergii.

PERANCANGAN ZINE SEBAGAI MEDIA KAMPANYE SOSIAL PEDULI PILPRES 2019 UNTUK PEMILIH PEMULA (GENERASI Z)

The concern of novice voters in the Indonesian Presidential Elections2019 was declining due to bad political problems. This made thempolitically apathetic. Many social campaigns have tried to voice this,but have not yet had an impact because they are buried by the swiftflow of information in digital media. The campaigns also do not yethave a message and media selection strategies that are close to thenovice voters which is part of generation z. The author carries out thisdesign using the Design Thinking method from Tim Brown (2009). Inthis design, the author creates visual communication for a socialcampaign. The verbal and visual message strategies adapted fromLakoff and Johnson's metaphor theory (2003). In selecting media, theauthor considering generation z and digital theory from Stillman(2017). That theory supported by the concept of media synergy fromDjito Kasilo (2008). Those strategies are applied in e-zines andprinted zine so the message of the social campaign can be accepted bynovice voters in real and virtual spaces.

Application of innovative technology "Media Synergy" in the process of training specialists at the technical university in the conditions of digitalization of education

The article is devoted to the innovative technology of upbringing students "Media synergy", which was used for four years of training teachers at the technical University in a prolonged experiment. Special attention is paid to the analysis of educational technologies that are used in higher foreign and domestic professional education, including information, health-saving, subject, media, upbringing, in the conditions of digitalization of all spheres of life in modern society. The article substantiates a set of conceptual ideas that allowed us to determine the criteria of the spiritual and ethical component of the existential period of students. Models of the "Media synergy" technology were developed; the results of the application of innovative technology were summarized, which allowed to realize the main goal in the professional education of teachers – to overcome the pseudo-virtual picture of the world in the minds of students through synergetic relationships between equal partners and through interaction based on anti-manipulative techniques in the media space.

How online media synergy influences consumers’ purchase intention

PurposeThe purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).Design/methodology/approachThe authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).FindingsThe results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.Research limitations/implicationsIn addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.Practical implicationsThis study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.Originality/valueThe current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).

Does online media sequence matter in product marketing?

Abstract Recently, integrating multiple online media to achieve synergistic effects has become more and more popular, and this is primarily driven by emerging online interactive media. Scholars and practitioners are interested in the relationship between online media sequence and consumer persuasion. However, how online media sequence influences consumer persuasion is not fully understood. Previous studies have had inconsistent conclusions about media sequence on this relationship. Using the media congruence hypothesis and primacy effects as our theoretical foundation, we investigate how consumer persuasion, mainly reflected as message acceptance and message responses, is influenced by different types of online media sequence and product types. The results show that the interaction between them type affects consumer persuasion. For search products, the sequence of first online broadcast media and then online interactive media makes consumers be higher in message acceptance and message responses. For experience products though, online interactive media then online broadcast media make consumers prone to higher message acceptance and message responses. Message acceptance mediates the effect of online media sequence on message responses also. This study contributes to the empirical research on online media synergy and integrated marketing communications, and has practical implications that we discuss also.

Measuring media channel performance: a proposed alternative to the ‘last-in wins’ methodology

Advertising effectiveness has traditionally been measured by recording the medium through which a response is precipitated. Though other channels may have contributed to the precipitation of a response, the media channel that precipitated the response is often considered the solitary contributor to that response—the so-called ‘last-in wins’ methodology. Although this methodology has been used to avoid double- or triple-counting responses, it ignores the contribution of those media channels that are not attributed with the response but which nevertheless provably assist in delivering the final, precipitated response. In addition, the ‘last-in wins’ methodology fails to incorporate media synergy, whereby the strategic linking of media channels can produce a greater overall benefit than the sum of its parts. The current study expands upon the findings of previous studies in this field, for example, Naik and Raman (J Mark Res 40:375–388, 2003) and Schultz et al. (J Direct Data Digital Mark Pract 8:13–29, 2012), by proposing an alternative method of measuring media channel performance; one which quantitatively incorporates media synergy. The proposed alternative method is applied in an online environment using case studies from the insurance and education sectors. It reveals significant differences compared to extant media measurement approaches, whilst considering the implications for media planning and synergistic response attribution.

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

PurposeMarketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.Design/methodology/approachA model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.FindingsThe results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.Research limitations/implicationsThe current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.Practical implicationsThis study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.Originality/valueThis study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.

Towards an enhanced understanding of the behavioural phenomenon of multiple media use

ABSTRACTThe central focus of this paper is the behaviour of individuals when multitasking with media, wherein attitudes towards multiple media use and the management strategies employed when media multitasking are examined. A qualitative design is chosen for this in-depth study, using 34 face-to-face interviews in the UK, Germany and Australia. Findings confirm multiple media use as a central feature of everyday life, with a switching method of media multitasking widely acknowledged across all three samples. Broad similarities in attitudes, including the perceived costs and benefits of multitasking with media, are uncovered across the samples, where media hierarchies and media synergies are generated alongside self-imposed restrictions to develop effective personal ‘media multitasking portfolios’.

Moderating Role of Brand Familiarity in Cross-Media Effects: An Information Processing Perspective

Cross-media advertising campaigns have become commonplace in today's multimedia environment. Drawing from the multiple source effect theorization, this study explores the underlying mechanism of media synergistic effect from an information processing perspective. Brand familiarity is proposed as a moderator of cross-media effects: people with different levels of prior brand-related knowledge tend to process advertisements in diverse cognitive routes. An experiment found that for an unfamiliar brand, media synergy outperformed repeated exposures via a solo medium in terms of raising message credibility and generating more positive thoughts, while similar effects were not seen on a familiar brand.

Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

ABSTRACTFor media planners to combine multiple media across platforms to maximize synergy is a critical challenge within integrated marketing communication. For this study, in-depth interviews were conducted with experienced media specialists in leading agencies to explore how they integrate different out-of-home advertising media platforms in IMC strategies. The feedback of these experts was then used to propose a model of strategies to enhance synergy within out-of-home advertising campaigns. This model is a first of its kind for planning out-of-home advertising media across platforms and bridges a gap in the existing literature on media synergy and out-of-home advertising media strategy.

The impact of brand familiarity on online and offline media synergy

Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to estimate long-term elasticities for four brands. The authors distinguish customer-initiated communication (typically online) from firm-initiated communication (typically offline). Their results indicate that within-online synergy is higher than online–offline synergy for both familiar brands but not for both unfamiliar brands. Managers of unfamiliar brands may obtain substantial synergy from offline marketing spending, even though its direct elasticity pales in comparison with that of online media while managers of familiar brands can generate more synergy by investing in different online media.

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Abstract In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message. Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.

Measuring synergistic media channel performance in an online environment

Current approaches to measuring the contribution of individual media channels to integrated marketing campaigns within an online environment are typically based on a ‘last-in wins’ methodology. Under this methodology, the final media channel that precipitated a response is considered the sole or chief contributor to that response. Although this approach has historically been used to avoid double- and triple-counting responses, it relegates the contribution of those media channels that are not attributed with the response but which assisted in the final, elicited response. The current study seeks to extend the findings of Naik and Raman and Schultz et al by proposing an alternative technique for attributing the true contributions of individual media strands to the synergistic effect observed within integrated marketing campaigns. This technique is applied in an online environment using a number of UK insurance company case studies. It reveals significant differences in the established, prevalent media measurement technique with that of the proposed technique. The results have implications for media planning and offer a more sophisticated model-based approach that quantitatively incorporates media synergy.

Understanding consumer-created media synergy

Research on media synergy has traditionally been based on estimates using the media purchases made by the marketer. Assumptions are, therefore, made by the marketer about how the various media interact. This paper argues that media synergy only occurs at the consumer media consumption level, that is it is the consumer who creates the interactions and thus, any synergy, not just the media forms. Although the media forms may be available, they do not interact until the consumer creates some type of interaction. Using a nationally projectable online sample of consumer-reported media usage in the USA, based on (a) the media forms consumed, (b) the amount of time spent with each consumed media form, (c) which accessed media forms are used in what combination, and (d) the reported influence of each media form on future purchases in eight broad product categories, we developed a new view of media synergy. From that, media relationships are estimated using factor analysis. From the extracted factors, estimations of consumer media interactions are made in six product categories using χ2 automatic interaction detection analysis. Unique media synergies are found in each product category and among each customer group studied.

De los medios a la mediamorfosis. ¿Qué significa noticiar?

This article is a heteronomous approach to the process of writing and re-writing (reading) the news in the concert of media synergy and the world informative disorder. New technology is “of” rather than “for” information. From Gutenberg to the present, what has survived us as journalists is the written word.

Media synergy comes of age — Part 2

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.