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Cross-media Advertising: Brand Promotion in an Age of Media Convergence

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Media and Convergence Management

Abstract

Cross-media advertising, in which more than one medium platform is used to communicate related brand content, has become widespread. Several reasons for cross-media strategies can be distinguished: target group extension, complementary effects, repetition, and synergy. Media synergy—the added value of a medium as a result of the presence of another medium—is considered a possible main advantage of cross-media advertising. Four processes which may underlie cross-media synergy effects are described in this chapter: encoding variability, multiple source credibility, forward encoding, and backward retrieval. This chapter also discusses factors that influence the effects of cross-media advertising, such as fit, sequence, and the multitasking consumer.

There is little media planning data for cross-media campaigns, because audience readership research has traditionally focused on each medium separately; thus, information about the overlaps between people’s use of various media is lacking. The chapter discusses new developments in audience readership research which are important for cross-media campaigns, as well as designs for cross-media effect research.

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Author information

Authors and Affiliations

  1. The Amsterdam School of Communication Research (ASCoR), University of Amsterdam, Kloveniersburgwal 48, 1012 CX, Amsterdam, The Netherlands

    Hilde Voorveld, Edith Smit & Peter Neijens

Authors
  1. Hilde Voorveld
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  2. Edith Smit
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  3. Peter Neijens
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Corresponding author

Correspondence to Hilde Voorveld .

Editor information

Editors and Affiliations

  1. Institut für Kommunikationswirtschaft, Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Sandra Diehl

  2. Institut für Kommunikationswirtschaft, Alpen-Adria-Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Matthias Karmasin

Appendices

Exercise Questions

  1. 1.

    What are cross-media campaigns?

  2. 2.

    Which media developments have contributed to the popularity of cross-media campaigns?

  3. 3.

    What are the reasons for cross-media campaigns?

  4. 4.

    What are media synergy effects?

  5. 5.

    Which psychological processes underlie media synergy effects?

  6. 6.

    What are the problems with current readership research?

  7. 7.

    What are advantages and disadvantages of the following designs for research into cross-media effects: voluntary exposure, forced exposure and forced abstinence? Which design do you think is best?

  8. 8.

    What is the self-selection pitfall?

Reflexive Questions

  1. 1.

    Do you think cross-media advertising will become more or less important in the converging media landscape?

  2. 2.

    Which media could best be combined in a campaign, in which order, and why?

  3. 3.

    What is your opinion about media multitasking: do you think it is beneficial or detrimental for advertising effects? How could advertisers cope with this type of media use?

  4. 4.

    Collect information about a current cross-media campaign and make a design for a study into its effects.

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Voorveld, H., Smit, E., Neijens, P. (2013). Cross-media Advertising: Brand Promotion in an Age of Media Convergence. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_9

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