Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media

  • Jana Suklan
  • Vesna Žabkar
Part of the EAA Series book series


Changing market circumstances push marketing managers to optimize advertising spending and search for the most effective and affordable advertising media. In integrated marketing communication (IMC), synergy can contribute significantly to reinforcing the preferred outcome, that is, total sales. Cross-media synergy, defined as the combined effect of more than one media that exceeds each medium’s individual effects on the measured outcome, is of particular interest (Naik and Raman, 2003; Chang and Thorson, 2004; Havlena, Cardarelli, and de Montigny, 2007).


Carryover Effect Generalize Little Square Television Advertising Advertising Research Advertising Effectiveness 
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.School of Advanced Social Studies in Nova GoricaNova GoricaSlovenia
  2. 2.Faculty of EconomicsUniversity of LjubljanaLjubljanaSlovenia

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