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pp 187-200 | Bronner , A. E.; Neijens, P. C. and W. F. Van (2003), “Multimediacampagnes: Populair maar weinig onderzocht,” in: A. E. Bronner (2003) (Ed. Sept. 5, 2020. 69.163.232.244. A. and K. L. Keller (1989), “The information processing of coordinated media campaigns,” in: Havlena , W.; Cardarelli, R. and M. De (2007), “Quantifying the isolated and synergistic effects of exposure frequency for TV, print, and internet advertising,” in: Kanso, A. M. and R. A. Nelson (2004), “Internet and magazine advertising: Integrated partnerships or not,” in: Keller, K. L. (1996), “Brand equity and integrated communication,” in E. Thorson and J. Moore (1996) (Eds. An examination of cross-promotion effects,” in: Voorveld. Cross media convergence is also used by higher concept film industries as it involves two media companies collaborating for the purpose of generating profits (synergy). This service is more advanced with JavaScript available, Advances in Advertising Research (Vol. H. A. M. (2011), “Media multitasking and the effectiveness of combining online and radio advertising,” in: Voorveld , H. A. M.; Neijens, P. C. and E. G. Smit (2011), “Opening the black box: Understanding cross-media effects,” in: Voorveld , H. A. M.; Neijens, P. C. and E. G. Smit (2012). How to engage your audience in any online presentation; Sept. 2, 2020. and D. McGlathery (1991), “The research study: The advertising impact of magazines in conjunction with television,” in: Dijkstra, M. (2002), “An experimental investigation of synergy effects in multiple-media advertis-ing campaigns,” PhD dissertation, Tilburg University. Cite as. ): Naik, P. and K. Raman (2003), “Understanding the impact of synergy in cross-media communica-tions,” in: Naik, P. and K. Peters (2009), “A hierarchical marketing communications model of online and offline media synergies,” in: Sheehan, K. B. and C. Doherty (2001), “Re-weaving the web: Integrating print and online commu-nications,” in: Stammerjohan , C.; Wood, C. M.; Chang, Y. and E. Thorson (2005), “An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge,” in: Tang , T.; Newton, G. D. and X. Wang (2007), “Does synergy work?

An example of this is 20th Century Fox working with MySpace, to create a viral marketing campaign. This is a preview of subscription content.

Dijkstra , M.; Buijtels, H. E. J. J. M. and W. F. Van (2005), “Separate and joint effects of medium type on consumer responses: A comparison of television, print and the internet,” in: Edell, J.

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Aronson, B. and R. L. Zeff in: Kanso, A.M., and R. A. Nelson (2004), “Internet and magazine advertising: Integrated partnerships or not?,” in: Bronner, A. E. (2006), “Multimedia-synergie in reclamecampagnes [Cross-media synergy in adver-tising campaigns],” Stichting Wetenschappelijk Onderzoek Commerciële Communicatie (SWOCC), Amsterdam. The Netherlands. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). ): Chang, Y. and E. Thorson (2004), “Television and web advertising synergies,” in: Chatterjee, P. (2012), “The role of varying information quantity in ads on immediate and enduring cross-media synergies,” in: Confer, M.G. Naik, P. and K. Raman (2003), “Understanding the impact of synergy in cross-media communica-tions,” in: Journal of Marketing Research,Vol. Download preview PDF. IV), Amsterdam School of Communication Research, https://doi.org/10.1007/978-3-658-02365-2_14. In conclusion, cross media convergence, synergy, vertical integration companies all play a massive part in the production, distribution and marketing of a film and the effects it has on the audience and film industries have to always be assessed to see what the best outcome would be. Not affiliated 40, 375–388. While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign. © 2020 Springer Nature Switzerland AG. This process is experimental and the keywords may be updated as the learning algorithm improves. These keywords were added by machine and not by the authors. Not logged in Synergy A Definition: Synergy (from the Greek syn-ergos , συνεργός meaning working together) is the term used to describe a situation where different ent… Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. IV) Blog. Unable to display preview. Voorveld, H. A. M. (2013), “Cross Tools and Cross Media Effects,” in: Wakolbinger , L. M.; Denk, M. and K. Oberecker (2009), “The effectiveness of combining online and print advertisements: Is the whole better than the individual parts?” in: Advances in Advertising Research (Vol. In the current media landscape, advertisers can choose numerous media for their advertising campaigns.



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