A Hierarchical Marketing Communications Model of Online and Offline Media Synergies |
| |
Authors: | Prasad A Naik Kay Peters |
| |
Institution: | 1. Graduate School of Management, University of California at Davis, One Shields Avenue, AOB IV, Room 151, Davis, CA 95616, USA;2. Center for Interactive Marketing and Media Management, c/o Institute of Marketing, University of Muenster, Am Stadtgraben 13-15, 48143 Muenster, Germany |
| |
Abstract: | 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. |
| |
Keywords: | |
本文献已被 ScienceDirect 等数据库收录! |
|