The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy

Voorveld, Hilde A. M.; Valkenburg, Sanne M. F.

doi:10.1080/00913367.2014.977472

Cited by 28 publications

(16 citation statements)

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“…In the academic literature, there is a focus on synergistic effects of combining multiple media in a campaign (e.g. Chang and Thorson 2004;Naik and Peters 2009;Voorveld, Neijens, and Smit 2011;Voorveld and Valkenburg 2015;Vandeberg et al 2015). However, there is a lack of research investigating 'cross-over' effects of different media especially between offline and online media.…”

Section: Introductionmentioning

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

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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.

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Section: Introductionmentioning

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

Self Cite

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“…These immigrants possessed a local-global identity that helped them self-identify in relation to a new social environment. The use of code-switched advertisements can be attributed to international transfer (see Model 1), one of its main effects being identity transformation (Voorveld & Valkenburg, 2015). These advertisements capture the lived reality of immigrant existence, complete with the many difficulties they had to face.…”

Section: Discussionmentioning

confidence: 99%

Immigration Builds a Nation: The Hybrid Impact of European Immigration on the Development of an Advertising Industry

Roth‐Cohen

2018

Journal of Communication Inquiry

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This research focuses on the nascent advertising industry in British Mandatory Palestine and how it was influenced and transformed by German Jewish immigrants, who arrived between 1933 and 1939, in a wave of immigration known as the Fifth Aliyah. At the time, local advertising was rather small and undeveloped until the mass wave of immigrants (over 200,000), many highly skilled and educated, came from Central Europe, mainly from Germany. These immigrants played a vital role in the local advertising industry. Their contributions were evaluated using a theoretical model consisting of primary analytical factors—mass communication, economy, technology, society, and international transfer. These factors influenced and continue to influence the form of Israeli advertising industry to this day. German immigration demonstrates a hybrid set of influences that played an instrumental role in the development of the local advertising industry in the Land of Israel. Functional-rational and creative aspects in the advertising industry were radically transformed by these new arrivals. Rethinking media history and centering the immigrant’s unique contribution is an important scholarly objective. This is achieved by shifting the discussion from dominant institutions to the local advertising history and focusing on the functional practices and creative methods imported by immigrants.

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“…Studies on the moderating effect of synergy type on the characteristics of online multimedia synergy and message acceptance are inconsistent (Vandeberg et al, 2015;Voorveld and Valkenburg, 2015). Determining the synergy type that act as moderators in the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility is crucial.…”

Section: Discussionmentioning

confidence: 99%

“…Literature review and research hypotheses Online multimedia synergy Media synergy allows the simultaneous use of more than one media. Synergy originates from the additional value that another media (like TV ) has against this type of medium (like radio), and its synergistic effect is stronger than the total effect of each media alone (Naik and Raman, 2003;Voorveld and Valkenburg, 2015). With the emergence of integrated marketing communication, synergy was introduced in the collaboration of different marketing communication tools.…”

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confidence: 99%

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

Dong

Chang

Fan

2017

OIR

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Purpose Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues. Design/methodology/approach A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model. Findings The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility. Research limitations/implications The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers. Practical implications This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices. Originality/value This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.

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The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy

Cited by 28 publications

References 50 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

Immigration Builds a Nation: The Hybrid Impact of European Immigration on the Development of an Advertising Industry

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

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