A Model for Evaluating Converging Media for Advertising Purposes

  • Mattias SvahnEmail author
  • Richard Wahlund
  • Marie Denward
  • Claudia Rademaker
  • Patrik Nilsson
Part of the Media Business and Innovation book series (MEDIA)


Converging media lends marketers greater media choice opportunities and also places new demands on the marketer’s strategic analysis. There are established media planning models that aid the marketer, but how shall the marketer reason when it comes to converging media? This chapter is about aiding buyers of media for marketing purposes who want to understand and include converging media in their media planning. We analyse existing theory on converging media and media planning, and propose aspects of importance when evaluating converging media. This results in a new model for categorizing and defining different types of converging advertising media.


Media Experience Qualitative Criterion Spatial Expansion Advertising Medium Technical Criterion 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Supplementary material

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A Model for Evaluating Converging Media for Advertising (114 kb)


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Copyright information

© Springer-Verlag Berlin Heidelberg 2016

Authors and Affiliations

  • Mattias Svahn
    • 1
    Email author
  • Richard Wahlund
    • 1
  • Marie Denward
    • 2
  • Claudia Rademaker
    • 3
  • Patrik Nilsson
    • 4
  1. 1.Stockholm School of Economics StockholmSweden
  2. 2.The Interactive InstituteStockholmSweden
  3. 3.University of StockholmStockholmSweden
  4. 4.Stics ResearchStockholmSweden

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