Can Old Media Enhance New Media?

Pfeiffer, Markus; Zinnbauer, Markus

doi:10.2501/s0021849910091166

Cited by 52 publications

(9 citation statements)

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“…For example, promotions and online solicitations can be more effective when combined with advertising (Neslin 2002).The awareness and attitudes created by advertising campaigns can increase the success of more direct sales pitches. Advertising can convey the positioning of a brand and benefit from online display advertising or search engine marketing that sends a stronger call to action (Pfeiffer and Zinnbauer 2010).…”

Section: Cross-effectsmentioning

confidence: 99%

“…In contrast, marketing academics have tended to place more emphasis on factors external to the firm, such as the optimal design of marketing communication programs based on their effects on consumers. Two streams of research are notable within marketing academia: More micro approaches that use consumer psychology and consumer information-processing principles to study multimedia campaigns (e.g., Edell and Keller 1989, 1999) and the strengths and weaknesses of different media (new vs. old) in achieving different communications goals (e.g., Chang and Thorson 2004; Dijkstra, Buijtels, and Van Raaij 2005; Pfeiffer and Zinnbauer 2010). More macro approaches that use econometric techniques to assess multimedia effects at the brand level (e.g., Naik, Raman, and Winer 2005).…”

Section: Prior Academic Research On Imcmentioning

confidence: 99%

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Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

Batra

Keller

2016

Journal of Marketing

408

264

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With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a “top-down” communications optimization model. The authors conclude by suggesting important future research priorities.

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Section: Cross-effectsmentioning

confidence: 99%

Section: Prior Academic Research On Imcmentioning

confidence: 99%

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

Batra

Keller

2016

Journal of Marketing

408

264

View full text Add to dashboard Cite

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“…Television is regularly credited a powerful role in cross-media synergy and research on consumers' online search behaviour (Pfeiffer and Zinnbauer 2010;Snyder and Garcia-Garcia 2016); however, hardly any explicit comparisons to other media are made. Since media differ from each other on many characteristics (modality, push vs. pull; pacing; interactivity; subjective experience; and trust) (Stewart and Cunningham 2017;Bronner and Neijens 2006;Dijkstra, Buijtels, and Van Raaij 2005;Danaher and Rossiter 2011;Voorveld et al 2016), it is expected that they do not influence consumers' online brand engagement in the same manner.…”

Section: Theoretical Explanationsmentioning

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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“…Second, the use of complementary media may instill psychological triggers to participate. While store flyers and in-store deals stimulate action, mass (TV) advertising is effective at eliciting emotions that heighten the success of direct sales incentives (Batra and Keller 2016; Pfeiffer and Zinnbauer 2010). In this vein, mass advertising that presents the ensemble of ReTSS deals as one large, not-to-miss event may create value-expression or smart-shopper benefits: the feeling of being a responsible shopper when visiting the store (Bagozzi, Baumgartner, and Yi 1992; Chandon, Wansink, and Laurent 2000).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Evaluating the Effectiveness of Retailer-Themed Super Saver Events

Guyt¹,

Gijsbrechts²

2019

Journal of Marketing

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In response to pressure to defend their stand sales against discounters, grocery retailers started engaging in retailer-themed super saver events: promotional events (1) specific to the retailer, in which they (2) mass advertise (3) unusually deep, immediate deals (4) across a broad range of categories (5) under a common savings theme and deal format. Given these characteristics, such events are expected to generate higher awareness and interest than typical day-to-day promotions, thereby enhancing visits and purchases during the event but also reducing them before and after. The authors evaluate these effects by analyzing 44 retailer-themed super saver events operated by the largest Dutch grocery retailers over four years. They find a substantial increase in visits and total purchases during the event, especially among nonprimary customers and hard-discount shoppers. The larger part of this lift stems from the use of an overarching event theme. Consumers buy less in anticipation of the event and visit the store more often afterward, but for smaller baskets—typically leading to a null effect in terms of profit. Finally, our results suggest that rather than the deal depth or advertising budget, the number of items and media resonance of the theme are key drivers of event success.

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Can Old Media Enhance New Media?

Cited by 52 publications

References 0 publications

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

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

Evaluating the Effectiveness of Retailer-Themed Super Saver Events

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