Introduction
In media mix research, the concept of synergy has become increasingly important (Assael, 2011). Positive synergy is created when the combined use of two or more media results in a more positive outcome (e.g., higher sales) than single-media use; negative synergy (cannibalization) occurs when single-media use leads to more positive outcomes than combined-media use. Synergy may occur when advertisers invest in multiple media to attempt to enhance the reach and/or the contact frequency of their advertising campaigns (e.g., Aravindakshan, Peters, & Naik, 2012; Raman, Mantrala, Sridhar, & Tang, 2012). Alternatively, synergy may be the result of consumers using different...