887
Views
10
CrossRef citations to date
0
Altmetric
Articles

Synergistic, Antagonistic, and Asymmetric Media Interactions

& ORCID Icon

REFERENCES

  • Ackoff, Russell L., and James R. Emshoff (1975), “Advertising Research at Anheuser-Busch, Inc. (1963–68),” Sloan Management Review, 16 (2), 1–15.
  • AdAge (2015), “Top 15 Advertising Campaigns of the 21st Century,” http://adage.com/lp/top15/.
  • Assael, Henry (2011), “From Silos to Synergy,” Journal of Advertising Research, 51 (1), 42–58.
  • Bass, Frank M., Norris Bruce, Sumit Majumdar, and B.P.S. Murthi (2007), “Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship,” Marketing Science, 26 (2), 179–95.
  • Batra, Rajeev, and Kevin Lane Keller (2016), “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas,” Journal of Marketing, 80 (6), 122–45.
  • Belch, George E. (1982), “The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance,” Journal of Consumer Research, 9 (1), 56–65.
  • Cacioppo, John T., and Richard E. Petty (1979), “Effects of Message Repetition and Position on Cognitive Response, Recall, and Rersuasion,” Journal of personality and Social Psychology, 37 (1), 97–109.
  • Chang, Yuhmiin, and Esther Thorson (2004), “Television and Web Advertising Synergies,” Journal of Advertising, 33 (2), 75–84.
  • Chib, Siddhartha, Edward Greenberg, and Ivan Jeliazkov (2009), “Estimation of Semiparametric Models in the Presence of Endogeneity and Sample Selection,” Journal of Computational and Graphical Statistics, 18 (2), 321–48.
  • Corning, Peter A (1998), “‘The Synergism Hypothesis’: On the Concept of Synergy and Its Role in the Evolution of Complex Systems,” Journal of Social and Evolutionary Systems, 21 (2), 133–72.
  • Danaher, Peter J., André Bonfrer, and Sanjay Dhar (2008), “The Effect of Competitive Advertising Interference on Sales for Packaged Goods,” Journal of Marketing Research, 45 (2), 211–25.
  • Danaher, Peter J., and Tracey S. Dagger (2013), “Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign,” Journal of Marketing Research, 50 (4), 517–34.
  • De Veaux, Richard D., and Lyle H. Ungar (1994), “Multicollinearity: A Tale of Two Nonparametric Regressions,” in Selecting Models from Data: Artificial Intelligence and Statistics IV, P. Cheeseman and R.W. Oldford, eds., New York: Springer-Verlag, 393–402.
  • Dhar, Tirtha, and Charles B. Weinberg (2015), “Measurement of Interactions in Non-Linear Marketing Models: The Effect of Critics’ Ratings and Consumer Sentiment on Movie Demand,” International Journal of Research in Marketing, 33 (2), 392–408.
  • Dijkstra, Majorie, Heidi E.J.J.M. Buijtels, and W. Fred van Raaij (2005), “Separate and Joint Effects of Medium Type on Consumer Responses: A Comparison of Television, Print, and the Internet,” Journal of Business Research, 58 (3), 377–86.
  • Dubé, Jean-Pierre, Günter J. Hitsch, and Puneet Manchanda (2005), “An Empirical Model of Advertising Dynamics,” Quantitative Marketing and Economics, 3 (2), 107–44.
  • Duncan, Thomas R. (2002), IMC: Using Advertising and Promotion to Build Brands, Boston: McGraw-Hill.
  • Eastlack, Joseph O., and Ambar G. Rao (1986), “Modeling Response to Advertising and Pricing Changes for ‘V-8’ Cocktail Vegetable Juice,” Marketing Science, 5 (3), 245–59.
  • Eastlack, Joseph O., and Ambar G. Rao (1989), “Advertising Experiments at the Campbell Soup Company,” Marketing Science, 8 (1), 57–71.
  • Edell, Julie A., and Kevin Lane Keller (1989), “The Information Processing of Coordinated Media Campaigns,” Journal of Marketing Research, 26 (2), 149.
  • Ehrenberg-Bass Institute for Marketing Science (2012), “Planning for Synergy: Harnessing the Power of Multi-Platform Media,” https://www.marketingscience.info/wp-content/uploads/2016/01/Institute-and-CNCB-Synergy-White_Paper.pdf.
  • Enoch, Glenn, and Kelly Johnson (2010), “Cracking the Cross-Media Code,” Journal of Advertising Research, 50 (2), 125.
  • Fischer, Marc, Sönke Albers, Nils Wagner, and Monika Frie (2011), “Practice Prize Winner-Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities,” Marketing Science, 30 (4), 568–85.
  • Friedman, Jerome H. (1991), “Multivariate Adaptive Regression Splines,” Annals of Statistics, 19 (1), 1–67.
  • Grabner, Isabella, and Frank Moers (2015), “Determinants and Consequences of Budget Reallocations: Evidence from the Consumer Goods Industry,” https://ssrn.com/abstract=2595666.
  • Harkins, Stephen G., and Richard E. Petty (1981), “Effects of Source Magnification of Cognitive Effort on Attitudes: An Information-Processing View,” Journal of Personality and Social Psychology, 40 (3), 401–13.
  • Hastie, Trevor, Robert Tibshirani, and Jerome Friedman (2001), The Elements of Statistical Learning: Data Mining, Inference, and Prediction, New York: Springer Science and Business Media.
  • Havlena, William, Robert Cardarelli, and Michelle De Montigny (2007), “Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising,” Journal of Advertising Research, 47 (3), 215–21.
  • Jagpal, Harsharanjeet S. (1981), “Measuring Joint Advertising Effects in Multiproduct Firms,” Journal of Advertising Research, 21 (1), 65–69.
  • Kumar, V., JeeWon Brianna Choi, and Mallik Greene (2017), “Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects,” Journal of the Academy of Marketing Science, 45 (2), 268–88.
  • Lewis, P.A.W., and J.G. Stevens (1991), “Nonlinear Modeling of Time Series Using Multivariate Adaptive Regression Splines (MARS),” Journal of the American Statistical Association, 86 (416), 864–77.
  • Marketing Science Institute (2016), “Marketing Science Institute Research Priorities 2016–2018,” https://www.msi.org/uploads/articles/MSI_RP16-18.pdf.
  • Mitchell, Andrew A., and Jerry C. Olson (1977), “Cognitive Effects of Advertising Repetition,” In North American Advances in Consumer Research, William D. Perreault Jr., ed., vol. 4, Atlanta: Association for Consumer Research, 213–20.
  • Moore, David J., and Richard Reardon (1987), “Source Magnification: The Role of Multiple Sources in the Processing of Advertising Appeals,” Journal of Marketing Research, 24 (4), 412–17.
  • Naik, Prasad A., and Kay Peters (2009), “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies,” Journal of Interactive Marketing, 23 (4), 288–99.
  • Naik, Prasad A., and Kalyan Raman (2003), “Understanding the Impact of Synergy in Multimedia Communications,” Journal Of Marketing Research, 40 (4), 375–88.
  • Nguyen, Dung (1985), “An Analysis of Optimal Advertising under Uncertainty,” Management Science, 31 (5), 622–33.
  • Pantelidaki, Stefania, and Derek W. Bunn (2005), “Development of a Multifunctional Sales Response Model with the Diagnostic Aid of Artificial Neural Networks,” Journal of Forecasting, 24 (7), 505–21.
  • Pilotta, Joseph J., and Don Schultz (2005), “Simultaneous Media Experience and Synesthesia,” Journal of Advertising Research, 45 (1), 19–26.
  • Porta, Miquel (ed.) (2008), A Dictionary of Epidemiology, New York: Oxford University Press.
  • Raman, Kalyan, and Prasad A. Naik (2004), “Long-Term Profit Impact of Integrated Marketing Communications Program,” Review of Marketing Science, 2 (1), published electronically, doi:10.2202/1546-5616.1014.
  • Rothman, Kenneth J. (1974), “Synergy and Antagonism in Cause-Effect Relationships,” American Journal of Epidemiology, 99 (6), 385–88.
  • Sridhar, Shrihari, Frank Germann, Charles Kang, and Rajdeep Grewal (2016), “Relating Online, Regional, and National Advertising to Firm Value,” Journal of Marketing, 80 (4), 39–55.
  • Stafford, Marla Royne, Eric M. Lippold, and C. Todd Sherron (2003), “The Contribution of Direct Mail Advertising to Average Weekly Unit Sales,” Journal of Advertising Research, 43 (2), 173–79.
  • Taylor, Jennifer, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad (2013), “Is the Multi-Platform Whole More Powerful Than Its Separate Parts?,” Journal of Advertising Research, 53 (2), 200–11.
  • Tellis, Gerard J. (1988), “Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice,” Journal of Marketing Research, 25 (2), 134–44.
  • Terui, Nobuhiko, and Masataka Ban (2008), “Modeling Heterogeneous Effective Advertising Stock Using Single-Source Data,” Quantitative Marketing and Economics, 6 (4), 415–38.
  • Tull, Donald S., Van R. Wood, Dale Duhan, Tom Gillpatrick, Kim R. Robertson, and James G. Helgeson (1986), “‘Leveraged’ Decision Making in Advertising: The Flat Maximum Principle and Its Implications,” Journal of Marketing Research, 23 (1), 25–32.
  • Unnava, H. Rao, and Robert E. Burnkrant (1991), “Effects of Repeating Varied Ad Executions or Brand Name Memory,” Journal of Marketing Research, 28 (4), 406–16.
  • Vakratsas, Demetrios, Fred M. Feinberg, Frank M. Bass, and Gurumurthy Kalyanaram (2004), “The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds,” Marketing Science, 23 (1), 109–19.
  • Vakratsas, Demetrios, and Zhenfeng Ma (2005), “A Look at the Long-Run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions,” Journal of Advertising Research, 45 (2), 241–54.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.