A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

被引：141
|
作者：
Naik, Prasad A. [1 ]
Peters, Kay [2 ]
机构：
[1] Univ Calif Davis, Grad Sch Management, Davis, CA 95616 USA
[2] Univ Munster, Ctr Interact Mkt & Media Management, Inst Mkt, D-48143 Munster, Germany
来源：
JOURNAL OF INTERACTIVE MARKETING | 2009年 / 23卷 / 04期
关键词：
Optimal allocation; Advertising; Online media; Synergy; Marketing communications budget; DIRECT MAIL; IMPACT; PRINT; INFORMATION; TELEVISION; STRATEGIES;
D O I：
10.1016/j.intmar.2009.07.005
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of within- and across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the within- and cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies -within-media (i.e., intra-offline) and cross-media (online-offline)-exist. We show how within- and cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media. (C) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
引用
收藏
页码：288 / 299
页数：12
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