Cross-media synergy: Exploring the role of the integration of ads in cross-media campaigns

Authors
Publication date 2013
Host editors
  • S. Rosengren
  • M. DahlĂ©n
  • S. Okazaki
Book title Advances in advertising research (Vol. IV) The changing roles of advertising
ISBN
  • 9783658023645
Event 11th ICORIA (International Conference on Research in Advertising)
Pages (from-to) 187-200
Publisher Wiesbaden: Springer Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract In the current media landscape, advertisers can choose numerous media for their advertising campaigns. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign.
Document type Conference contribution
Language English
Published at
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