Construct · 1 fields · 1 citations

media synergy: a standalone construct

One name. One construct. A landmark on the map.

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Advertising

the extra effect when advertising in two or more media together exceeds the sum of their separate effects, and its implications for budget allocation.

In advertising, media synergy refers to the extra effect when advertising in two or more media together exceeds the sum of their separate effects, and its implications for budget allocation. This meaning comes from Naik (2003) in Journal of Marketing Research.[1]

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Nearby constructs

allocation3 fields · 4 citationsjingle · one word, three constructs synergy4 fields · 4 citationsjingle · one word, four constructs

References

Naik, P. A., & Raman, K. (2003). Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research, 40(4), 375-388. https://doi.org/10.1509/jmkr.40.4.375.19385

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