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.

[1]  William D. Perreault,et al.  A Model-Free Approach for Analysis of Complex Contingency Data in Survey Research , 1980 .

[2]  J. Magidson.  Some Common Pitfalls in Causal Analysis of Categorical Data , 1982 .

[3]  David Shepard Associates.  The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy , 1990 .

[4]  J. R. Bult,et al.  Optimal Selection for Direct Mail , 1995 .

[5]  Yaneer Bar-Yam,et al.  Dynamics Of Complex Systems , 2019 .

[6]  P. Corning.  “The synergism hypothesis”: On the concept of synergy and its role in the evolution of complex systems , 1998 .

[7]  Prasad A. Naik,et al.  Understanding the Impact of Synergy in Multimedia Communications , 2003 .

[8]  E. Thorson,et al.  TELEVISION AND WEB ADVERTISING SYNERGIES , 2004 .

[9]  Prasad A. Naik,et al.  Long-term Profit Impact Of Integrated Marketing Communications Program , 2004 .

[10]  D. Schultz,et al.  Simultaneous media usage: a critical consumer orientation to media planning , 2004 .

[11]  M. Mantrala,et al.  Do Style-Goods Retailers’ Demands for Guaranteed Profit Margins Unfairly Exploit Vendors? , 2005 .

[12]  K. Raman,et al.  Planning Marketing-Mix Strategies in the Presence of Interaction Effects , 2005 .

[13]  Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective , 2005 .

[14]  V. Kumar,et al.  Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior , 2005 .

[15]  Claire Allison Stammerjohan,et al.  AN EMPIRICAL INVESTIGATION OF THE INTERACTION BETWEEN PUBLICITY, ADVERTISING, AND PREVIOUS BRAND ATTITUDES AND KNOWLEDGE , 2005 .

[16]  Alex Wang,et al.  When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages , 2006, Journal of Advertising Research.

[17]  Don E. Schultz.  Media synergy: The next frontier in a multimedia marketplace , 2006 .

[18]  Robert S. Wyer,et al.  Brand Synergy Effects in Multiple Brand Extensions , 2007 .

[19]  K. Raman,et al.  Integrated Marketing Communications in Retailing , 2010 .

[20]  Emmanuel Prinet,et al.  Buyology: Truth and Lies About Why We Buy by Martin Lindstrom , 2010 .