Is the Multi-Platform Whole More Powerful Than Its Separate Parts?

Taylor, Jennifer; Kennedy, Rachel; McDonald, Colin; Larguinat, Laurent; Ouarzazi, Yassine El; Haddad, Nassim

doi:10.2501/jar-53-2-200-211

Cited by 46 publications

(31 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Cross-media synergy refers to the idea that the combined effect of marketing activities in multiple media exceeds the sum of the individual effects with the ability to create a super-additive effect (Havlena, Cardarelli, and Montigny 2007;Naik and Peters 2009;Naik and Raman 2003;Taylor et al 2013;Vandeberg et al 2015;Kumar, Choi, and Greene 2017;Voorveld, Neijens, and Smit 2011). Earlier empirical research showed that campaigns combining advertising in multiple media can be more effective in terms of cognitive, affective, and behavioural responses than campaigns using only one medium (e.g.…”

Section: Earlier Research On Cross-media Effectsmentioning

confidence: 99%

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

Research investigating the drivers of consumers' engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers' online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.

show abstract

Section: Earlier Research On Cross-media Effectsmentioning

confidence: 99%

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

show abstract

“…Sometimes, literature focuses on measuring news exposure (Bartels, 1993;Liu, Hornik, 2016;Prior, 2009) or various effects of advertising (Freedman, Goldstein, 1999;Taylor et al, 2013). Clearly, the measurement of the ways people are exposed to media content is crucial for the understanding of media use and effects, even though it has been a challenge for a long time.…”

Section: Discussionmentioning

confidence: 99%

Polarized Political Texts: a Possible Way to Measure Their Manipulative Capacity

2019

Media Education (Mediaobrazovanie)

View full text Add to dashboard Cite

Within the realm of modern media education studies, there is plenty of scholarship on the tools journalists use to manipulate public conscience. Far less frequently, attempts are made to create mechanisms to quantitatively express manipulative capacity of media texts. One of the possible ways to measure manipulative efficacy of polarized political messages (both online and in print) is substantiated in this article. The author's approach is based on fifteen parameters each of which is subjected to quantitative measurement in relation to a certain media story. Those parameters are (but not limited to) evaluative statements within headlines and subheadings, balance (i.e. amount of page space devoted to an alternative view), sources of information, quantity of emotion-laden words and precedent names, degree to which main arguments are well-founded. The article also contains results of this evaluation system beta-testing conducted on the basis of twelve online pieces from two American and three Russian newspapers. Key methodological limitations of this approach are formulated, further ways to optimize it are laid down.

show abstract

“…By integrating online and offline media, marketers can also exploit the possibilities for cross-media synergy (for an overview see Neijens and Voorveld, 2015). This concept in the marketing communication literature refers to the idea that the combined effect of multiple marketing activities exceeds the sum of the individual effects (Havlena, Cardarelli, and De Montigny, 2007;Naik and Peters, 2009;Naik and Raman, 2003;Taylor et al, 2013). Earlier empirical studies, indeed, showed that campaigns combining advertising in multiple media are more effective in terms of reach as well as cognitive, affective, and behavioral responses than campaigns using only one medium (e.g., Chang and Thorson, 2004;Dijkstra et al, 2005;Havlena et al, 2007;Romaniuk, Beal, and Uncles, 2013;Steele et al, 2013;Voorveld et al, 2011).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

Consumers' Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media And Cross-Channel Behaviors between Products

Voorveld¹,

Smit²,

Neijens³

et al. 2016

Journal of Advertising Research

View full text Add to dashboard Cite

low-involvement products. This study explored how online and offline buyers of a specific product differ in their crosschannel use throughout the purchase process and how this differs across types of products. the authors studied more than 1,000 consumers and their use of 17 channels during a recent purchase. results showed that consumers used more online channels when making an online purchase than when making an offline purchase, but that they used offline channels to the same extent when buying a product online as when buying a product offline. 386 JOURNAL OF ADVERTISING RESEARCH december 2016 CoNsumErs' Cross-CHaNNEl usE iN oNliNE aNd oFFliNE PurCHasEs during the consumer choice process. Examples of the online and offline information channels are television, radio, magazines, newspapers, advertising leaflets, door-to-door newspapers, mail, outdoor advertising, cinema, word of mouth, websites, social media, search engines, product reviews, and e-mail. In this study, purchase channels and information channels were distinguished and, together, referred to as "channels." Second, earlier research on consumers' use of multiple purchase channels and multiple media in the purchase process for online versus offline purchases focused on very specific products by studying, for example, retail banking (Gensler, Verhoef, and Böhm, 2012), home mortgages (Frambach, Roest, and Krishnan, 2007), or financial products (Cortinas, Chocarro, and Villanueva, 2010). This study included multiple-44-products. By including multiple products, the researchers were able to investigate whether differences in consumers' self-reported cross-media and cross-channel behavior exist between different types of products (i.e., high-versus 396 JOURNAL OF ADVERTISING RESEARCH december 2016 CoNsumErs' Cross-CHaNNEl usE iN oNliNE aNd oFFliNE PurCHasEs rather than the process they actually followed (See Methodology, page 389).

show abstract

Is the Multi-Platform Whole More Powerful Than Its Separate Parts?

Cited by 46 publications

References 13 publications

How advertising in offline media drives reach of and engagement with brands on Facebook

How advertising in offline media drives reach of and engagement with brands on Facebook

Polarized Political Texts: a Possible Way to Measure Their Manipulative Capacity

Consumers' Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media And Cross-Channel Behaviors between Products

Contact Info

Product

Resources

About