The Impact of Intermedia and Newspaper Competition on Advertising Linage in Daily Newspapers

Shaver, Mary Alice; Lacy, Stephen

doi:10.1177/107769909907600409

Cited by 11 publications

(4 citation statements)

References 2 publications

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“…A study by Shaver and Lacy (1999) indicated that there is a negative relationship between competition among firms and the advertising success. This indicates that highly competitive firms are usually more successful in advertising (Amiri Aghdaie et al, 2012).…”

Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Ansari¹,

Riasi²

2016

IBR

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The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results revealed that advertising media selection has the strongest relationship with brand advertising success and effectiveness and can be considered as the most important factor affecting advertising effectiveness. The second and the third most important factors affecting advertising success were found to be advertising message/creativity and customer relationship. The results also indicated that although competitiveness impacts brand advertising success and effectiveness it is the least important factor among the seven factors identified in this study. Establishing appropriate relationships with customers and other stakeholders in order to understand their needs and demands is an important step toward improving the chances of brand advertising success and effectiveness. These relationships will also help the organizations to design their promotional campaigns according to the characteristics of their target customers which will contribute to the cumulative effectiveness of their brand advertisements.

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Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Ansari¹,

Riasi²

2016

IBR

View full text Add to dashboard Cite

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“…Since that time, the effectiveness of cable television's entrance into the marketplace (Dimmick, Patterson, & Albarran, 1992), the video industry (Albarran & Dimmick, 1993; Dimmick, 1997), media preferences (Dimmick, 1993), new media ventures (Dimmick & Wallschlaeger, 1986), as well as telephone and email use (Dimmick, Kline, & Stafford, 2000) have been studied. Other recent applications by other authors, building further on niche theory and its application to both new and old media, include the impact of intermedia and newspaper competition on advertising sales (Shaver & Lacy, 1999), the Web as a new marketing channel in comparison to catalogs and retail stores (Li, 2000), and the displacement of old media by online media within the home (Kayany & Yelsma, 2000).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Gratification Niches of Monthly Print Magazines and the World Wide Web Among a Group of Special-Interest Magazine Subscribers

Randle¹

2006

Journal of Computer-Mediated Communication

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Through the framework of niche theory, this study compared the gratification niches of monthly print magazines and the World Wide Web through a survey administered to 371 subscribers of a special‐interest magazine. The findings suggest that the Web offers a wider array of gratifications than magazines, and delivers them in a superior fashion. The Web excels among cognitive, task‐oriented uses; while magazines hold their ground for more affective, self‐oriented uses.

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“…Monitoring competitors also has a positive influence on a media innovation's success (Habann, 2010). Numerous studies focus on the influence of competition on content and advertising (e.g., Becker, Hollifield, Jacobsson, Jacobsson, & Vlad, 2009;Coulson & Lacy, 1996;Lacy, 1987;Shaver & Lacy, 1999). Research also finds that media outlets respond to competition, for instance, through release strategies, product differentiation, and increasing expenditures (Krider & Weinberg, 1998;Lacy & Martin, 2004;Lee & Han, 2006;Shrikhande, 2001).…”

Section: Media Industry and Startupsmentioning

confidence: 99%

Market Orientation of News Startups

Sommer

2017

JOMI

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The media industry is undergoing major disruptions, which foster innovation but make starting a new business particularly difficult. In this instable environment, theory suggests market orientation being important for success. Based on four case studies of early stage news startups, I investigate processes and practices of market orientation in the media. The results show that startups generate market intelligence in various ways and, in doing so, prioritize markets. Most attention is dedicated to learning about users, while they put less effort into examining businesses and competitors. Overall, market orientation seems to have a positive influence on a news startup's survival and support innovation.

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The Impact of Intermedia and Newspaper Competition on Advertising Linage in Daily Newspapers

Cited by 11 publications

References 2 publications

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Gratification Niches of Monthly Print Magazines and the World Wide Web Among a Group of Special-Interest Magazine Subscribers

Market Orientation of News Startups

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