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Cross-media Advertising: Brand Promotion in an Age of Media Convergence

In: Media and Convergence Management

Author

Listed:
  • Hilde Voorveld

    (University of Amsterdam)

  • Edith Smit

    (University of Amsterdam)

  • Peter Neijens

    (University of Amsterdam)

Abstract

Cross-media advertising, in which more than one medium platform is used to communicate related brand content, has become widespread. Several reasons for cross-media strategies can be distinguished: target group extension, complementary effects, repetition, and synergy. Media synergy—the added value of a medium as a result of the presence of another medium—is considered a possible main advantage of cross-media advertising. Four processes which may underlie cross-media synergy effects are described in this chapter: encoding variability, multiple source credibility, forward encoding, and backward retrieval. This chapter also discusses factors that influence the effects of cross-media advertising, such as fit, sequence, and the multitasking consumer. There is little media planning data for cross-media campaigns, because audience readership research has traditionally focused on each medium separately; thus, information about the overlaps between people’s use of various media is lacking. The chapter discusses new developments in audience readership research which are important for cross-media campaigns, as well as designs for cross-media effect research.

Suggested Citation

  • Hilde Voorveld & Edith Smit & Peter Neijens, 2013. "Cross-media Advertising: Brand Promotion in an Age of Media Convergence," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 9, pages 117-133, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36163-0_9
    DOI: 10.1007/978-3-642-36163-0_9
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    Cited by:

    1. Jirakasem, Monarat & Mitomo, Hitoshi, 2017. "Regional Telecommunications Policy and ASEAN's response to Convergence and Over-the-top (OTT) services," 28th European Regional ITS Conference, Passau 2017 169469, International Telecommunications Society (ITS).
    2. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.

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