Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

Roux, Thérèse; Waldt, De la Rey Van der

doi:10.1080/10496491.2016.1154919

Cited by 10 publications

(5 citation statements)

References 18 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Advertisers prefer to use billboards because of their visibility, efficiency, local presence, tangibility (Taylor et al, 2006), and lack of contexts (Calder & Malthouse, 2008), as occurs in programs on television and articles in magazines. Also, billboards have high exposure and typically are placed around automotive and foot high-traffic areas (Roux & Van der Waldt, 2016). Unlike other advertising media, such as television, billboards are not susceptible to ad-blocking technologies and have the lowest cost per thousand viewers (Fortenberry & McGoldrick, 2010).…”

Section: Billboards Advertising Mediamentioning

confidence: 99%

Consumers’ Advertising Media Use: A Cross-Cultural Study

Tesfom

Lutz

2021

Services Marketing Quarterly

View full text Add to dashboard Cite

The increasing need for advertising strategies, driven by fierce competition for world markets, has made it important for global managers to understand how advertising media are received by consumers from different cultures. The purpose of this study is to examine whether advertising media use of mobile phone service consumers depends on the cultural dimension of uncertainty avoidance. The results show two interesting differences between consumers from the Netherlands (higher uncertainty avoidance) and the United States (lower uncertainty avoidance). Consumers in a higher uncertainty-avoidance context use more sources to collect product information and consult, in particular, the more trusted media.

show abstract

Section: Billboards Advertising Mediamentioning

confidence: 99%

Consumers’ Advertising Media Use: A Cross-Cultural Study

Tesfom

Lutz

2021

Services Marketing Quarterly

View full text Add to dashboard Cite

show abstract

“…, 2017). With the growth of the Internet and online social networks, researchers have developed models for improving the synergy of out-of-home advertising (Roux and Van der Waldt, 2016) and multimedia engagement (Huang and Li, 2016), in which consumers help create media synergy (Schultz et al. , 2012) that influences sales (Jayson et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Scholars in the field of integrated marketing communications have studied synergistic effects across various media platforms including paid and owned media (Jayson et al, 2018), online and offline media (Lesscher et al, 2021) and social media and traditional marketing (Kumar et al, 2017). With the growth of the Internet and online social networks, researchers have developed models for improving the synergy of out-of-home advertising (Roux and Van der Waldt, 2016) and multimedia engagement (Huang and Li, 2016), in which consumers help create media synergy (Schultz et al, 2012) that influences sales (Jayson et al, 2018;Kumar et al, 2017), brand perceptions and purchase intentions (Dens et al, 2018). However, apart from cross-media synergy, few scholars have empirically studied other marketing mix synergistic effects.…”

Section: Literature Review 21 Marketing Synergymentioning

confidence: 99%

Is the whole greater than the sum of its parts? A vending retail study

Stoyanov

2022

IJRDM

View full text Add to dashboard Cite

PurposeThis study aims to identify which elements of the vending marketing mix are the main sources of competitive advantage for the industry, how they impact vending profitability, and what are their related synergistic effects.Design/methodology/approachA full factorial experiment was developed to determine the effect of eight marketing mix scenarios on the profitability of a new vending channel in a French university library and assess the synergistic effects among three elements of a marketing mix (i.e. product quality, payment system, internal location) identified in a focus group as new sources of industry competitive advantage.FindingsAlthough the main effects of product quality and payment system were weak-to-modest and insignificant, their interaction effect significantly impacted the daily net profit of the vending channel and generated the highest net synergy. The results partially challenge the marketing synergy axiom as internal location separately had a stronger impact on profitability than product quality and higher-order interaction effects do not necessarily translate into higher synergistic effects.Research limitations/implicationsThis research was conducted in a real-life setting and has its limitations, which future researchers can overcome by extending the temporal, geographic and product scope of the study.Originality/valueThe distinction that we introduced between gross and net synergy allowed us to partially challenge the prevailing marketing mix assumption that synergy is always positive (i.e. that a vending retailer can achieve synergy by selecting a combination of marketing mix elements instead of relying on them separately). Moreover, by demonstrating that marketing synergy is not a uni- but a bi-dimensional concept, we provide vending retailers with a better methodological understanding of why they may have already fallen into the synergy trap and how to avoid it in the future.

show abstract

“…Brands frequently take advantage of contextual associations by placing out-of-home advertisements in high-impact locations, such as shopping malls or in Times Square–like gathering places (Roux & van der Waldt, 2016). At other times, government regulation or explosive growth within the media category has relegated ads to marginalized locations or random placement on buildings in a disorderly manner, which might negatively influence perceptions consumers have of brands advertising in these spaces.…”

Section: Theoretical Developmentmentioning

confidence: 99%

Untangling the cultural component behind the contextual placement of out-of-home advertising

Amirshahi¹,

Dizicheh

Wilson

2019

International Journal of Market Research

View full text Add to dashboard Cite

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment’s favorable attributes. However, prior research using U.S. subjects suggested that these associative benefits do not actually transfer onto the advertised brand. We faithfully replicate this earlier research using a non-Western sample and find that culturally based communication and cognitive processing models may explain the lack of results in the earlier study and affirmative results in our study. Three experimental conditions are used: single exposure, multiple exposures, and high involvement. We find that a billboard’s external environment does influence brand evaluations but only in the single-exposure condition. A possible explanation for why results were not evident in the multiple exposure and high involvement conditions may be related to the amount of message elaboration across study conditions.

show abstract

Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

Cited by 10 publications

References 18 publications

Consumers’ Advertising Media Use: A Cross-Cultural Study

Consumers’ Advertising Media Use: A Cross-Cultural Study

Is the whole greater than the sum of its parts? A vending retail study

Untangling the cultural component behind the contextual placement of out-of-home advertising

Contact Info

Product

Resources

About