Media synergy comes of age — Part I

Schultz, D. E. (2006) ‘Media synergy: The next frontier in a multimedia marketplace’, Journal of Direct Data and Digital Marketing Practice, Vol. 8, No. 1, pp. 13–29.

Schultz, D. E. and Pilotta, J. J. (2004) ‘Developing the foundation for a new approach to understanding how media advertising works’, Paper presented at ESOMAR WAM Conference, Geneva, Switzerland.

Schultz, D. E., Pilotta, J. J. and Block, M. P. (2005) ‘Implementing a media consumption model’, Paper presented at ESOMAR WAM Conference, Montreal, Canada.

Schultz, D. E., Pilotta, J. J. and Block, M. P. (2006) ‘Media consumption and purchasing’, Paper presented at ESOMAR M3 Conference, Shanghai, China.

Block, M. P, Schultz, D. E. and BIGresearch (2008) ‘The new dimensions of word of mouth: Comparing use in America and China’, Measuring Word of Mouth, Vol. 4, pp. 35–49.

Schultz, D. E and Block, M. P. (2008) Media Generations, BIGresearch, Worthington, Ohio.

Pilotta, J. J., Schultz, D. E., Drenik, G. and Rist, P. (2004) ‘Simultaneous media usage: A critical consumer orientation to media planning’, Journal of Consumer Behavior, Vol. 3, No. 3, pp. 285–292.

Calder, B. J. and Malthouse, E. C. (2004) ‘Qualitative effects of media on advertising effectiveness’, Paper presented at ESOMAR WAM Conference, Geneva, Switzerland.

Mandese, J. (2007) ‘Arbitron begins looking beyond the ppm, apollo too’, www.mediapost.com , accessed 20 February.

(2007) ‘PRISM in-store measurement moves closer to reality’, www.mediabuyerplanner.com , accessed 28 September.

Naik, P. A. and Raman, K. (2003) ‘Understanding the impact of synergy in multimedia communications’, Journal of Marketing Research, Vol. 40, pp. 375–388.

Corning, P. A. (2000) ‘The synergism hypothesis: On the concept of synergy and its role in the evolution of complex systems’, Journal of Social and Evolutionary Systems, Vol. 21, pp. 133–172.

Yaneer, B. (1992) Dynamics of Complex Systems, Addison-Wesley, Reading, Ma.

Raman, K. and Naik, P. A. (2004) ‘Long-term profit impact of integrated marketing communications program’, Review of Marketing Science, Vol. 2 (Art), p. 8.

Naik, P. A., Raman, K. and Winer, R. S. (2005) ‘Planning marketing-mix strategies in the presence of interaction effects’, Marketing Science, Vol. 24, No. 1, pp. 25–34.

Raman, K. and Naik, P. A. (2006) ‘Integrated marketing communications in retailing’, in Krafft, M. and Mantrala, M. K. (eds) Retailing in the 21st Century – Current and Future Trends, 1st edn, Springer, New York, pp. 381–395.

Shine, B. C, Park, J. and Wyer, R. S. Jr. (2007) ‘Brand synergy effects in multiple brand extensions’, Journal of Marketing Research, Vol. 44, No. 4, pp. 663–760.

Wang, A. (2006) ‘When synergy in marketing communication online enhances audience response: The effects of varying advertising and product publicity messages’, Journal of Advertising Research, Vol. 46, No. 2, pp. 160–170.

Mantrala, M. K. and Murthy, P. (2005) ‘Allocating a promotion budget between advertising and sales contest prizes: An integrated marketing communications perspective’, Marketing Letters, Vol. 16, No. 1, pp. 19–36.

Chang, Y. and Thorson, E. (2004) ‘Television and web advertising synergies’, Journal of Advertising, Vol. 33, No. 2, pp. 75–85.

Stammerjohan, C., Wood, C. M., Chang, Y. and Thorson, E. (2005) ‘An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge’, Journal of Advertising Research, Vol. 34, No. 4, pp. 55–68.

Kumar, V. and Venkatesan, R. (2005) ‘Who are the multichannel shoppers and how do they perform?’ Journal of Interactive Marketing, Vol. 19, No. 2, pp. 44–62.

Lindstrom, M. (2008) Buyology: Truth and Lies about Why We Buy, Doubleday, New York.