How consumers’ media usage creates synergy in advertising campaigns

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

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...

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