Simultaneous Media Experience and Synesthesia

Multiple media use, polychronicity and multitasking: A review of literature and proposed research directions

“…In the literature, this phenomenon is variously termed: 'simultaneous media consumption' (Pilotta & Schultz, 2005); 'polychronic media consumption' (Daugherty, Gangadharbatla & Kim, 2005) and 'media multitasking' (for example, Foehr, 2006;Bardhi, Rohm & Sultan, 2010). Multiple media use is confirmed by several empirical studies (for example, Pilotta & Shultz, 2005;Foehr, 2006;Bardhi et al, 2010;Brasel & Gips, 2011).…”

“…The simultaneous media usage study (SIMM) run by BIGresearch in the U.S., reports that around half of all media consumption time is spent in multitasking situations, with numerous dual combinations of media evidenced (Pilotta & Shultz, 2005). Foehr (2006) illustrates a 'time-compression' phenomenon amongst young consumers, whereby overall time spent consuming media is reduced by 20% due to the overlapping of media consumption during multitasking, thus affording a higher level of media consumption in a given time period.…”

A new approach to target segmentation: Media-usage segmentation in the multi-media environment

“…Identifying a target audience correctly is even harder because audiences not only use a variety of media, but also use them simultaneously. 5 Thus, it has become extremely diffi cult for marketers to choose the right media for the right audience at the right time by using the traditional demographic-based advertising distribution model. Consequently, development of new approaches to understand target audiences is necessary, and the current study would be a stepping stone to identifying target segments based on media usage patterns.…”

“…This conventional approach can hardly achieve its goal in the era of increasingly fragmented media, which is represented by the prevalence of simultaneous media usage (SMU). 5 In fact, early research in the marketing fi eld revealed that demographic variables poorly predict consumer behaviors, and are not appropriate bases for segmentation strategies. 6 Accordingly, it is imperative that we understand advertising media audiences in the context of the multi-media environment.…”

Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment

“…An issue faced by many advertisers and marketers in both traditional and online media settings (Rotfeld, 2006) is dealing with advertising clutter, which leads to consumers' exercising selective attention (Pilotta and Schultz, 2005;Nimeh, 2007) and avoiding advertising (Ha and McCann, 2006;Elliott and Speck, 1998;Brajnik and Gabrielli, 2010). In order to 'cut through the clutter', advertisers often use controversial advertising involving sexual images, racism, war, child abuse, or minorities (Prendergast, Ho and Phau, 2002;Vezina and Paul, 1997;Waller, 2006;Fam et al, 2008).…”