The Information Processing of Coordinated Media Campaigns

Edell, Julie A.; Keller, Kevin Lane

doi:10.2307/3172602

Cited by 121 publications

(85 citation statements)

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“…Two recent papers (Neijens and Voorveld 2015;Vandeberg et al 2015) concisely sum up several theoretical explanations for these effects such as encoding variability (Stammerjohan et al 2005;Tavassoli 1998;Unnava and Burnkrant 1991), repetition-variation (Gibson 1996;Schumann, Petty, and Clemons 1990;Stammerjohan et al 2005;Yaveroglu and Donthu 2008), complementarity (Dijkstra 2002), differential attention (MacKenzie 1986;Stammerjohan et al 2005;Unnava and Burnkrant 1991), forward encoding (Dijkstra 2002;Edell and Keller 1989;Voorveld, Neijens, and Smit 2011), and multiple source credibility (Chang and Thorson 2004;Dijkstra 2002;Laroche et al 2013;Voorveld, Neijens, and Smit 2011). A careful study of these explanations shows that they are all based on one underlying explanation of variability; processing information across different types of media causing more variability in the encoding; and retrieval of the information than (repeatedly) processing information within a single medium (Vandeberg et al 2015).…”

Section: Earlier Research On Cross-media Effectsmentioning

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: Earlier Research On Cross-media Effectsmentioning

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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“…Synergy has been demonstrated within offline media (e.g. Edell and Keller 1989;Raman and Naik 2004), across offline and online media (e.g. Chang and Thorson 2004;Naik and Peters 2009;Reimer, Rutz and Pauwels 2014) and within online media (e.g.…”

Section: Synergy In Online Media and Offline Mediamentioning

confidence: 99%

The impact of brand familiarity on online and offline media synergy

Pauwels

Demirci

Yıldırım

et al. 2016

International Journal of Research in Marketing

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Rooted in the Integrated Marketing Communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian Vector Autoregressive models to estimate long-term elasticities for four brands. The authors distinguish customer-initiated communication (typically online) from firm-initiated communication (typically offline). Their results indicate that within-online synergy is higher than online-offline synergy for both familiar brands but not for both unfamiliar brands. Managers of unfamiliar brands may obtain substantial synergy from offline marketing spending, even though its direct elasticity pales in comparison with that of online media while managers of familiar brands can generate more synergy by investing in different online media.

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“…Another explanation is forward encoding. When consumers are exposed to multiple media in a campaign, the first medium stimulates forward encoding, by 'priming' the consumer's interest for and attention to an ad in the second medium Edell & Keller, 1989, 1999Dijkstra, 2002). In other words, exposure to an ad one medium primes interest for the ad in a subsequent but different medium.…”

Section: Study 2 Synergy Between Sns and Traditional Mediamentioning

confidence: 99%

Social Media in Advertising Campaigns

Voorveld¹,

Noort²

2014

Journal of Creative Communications

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Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV) and demonstrates that while TV campaigns are evaluated more positively, SNS campaigns result in more favourable cognitive responses. Moreover, the persuasive intent of SNS campaigns is less recognized than for TV campaigns. Since SNSs are often combined with traditional media in advertising campaigns, the second study examines whether campaigns combining TV and SNSs lead to so-called synergy effects. Results showed that this was not the case: single-medium and multimedia campaigns were equally effective. The third study examines the role of perceived persuasive intent in this relationship and tests whether there is an indirect effect of type of campaign (multimedia or single-medium) on consumer responses via perceived persuasive intent. Results show that SNS-TV campaigns are perceived as less persuasive than SNS-only and TV-only campaigns, resulting in more favourable campaign and brand responses. In sum, the article provides empirical evidence for the value of integrating social media with traditional media in advertising campaigns.

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The Information Processing of Coordinated Media Campaigns

Cited by 121 publications

References 0 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

The impact of brand familiarity on online and offline media synergy

Social Media in Advertising Campaigns

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