Media synergy comes of age — Part 2 — Don E. Schultz, Martin Block and Kalyan Raman, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2

This is part II of this paper. Part I was published in Vol. 11, No.1.The research reported in this paper is a follow-on to the Schultz paper (JDDDMP (2006) Vol. 8, No.1, pp. 13 – 19) where the subject of media synergy was raised. In this study, the concepts identified in the original paper have been extended using data from the SIMM (Simultaneous Media Usage) database, which has been collected in the US since 2002. Four consumer media usage and impact variables are used in the analysis: (a) amount of time spent with each of the 31 media forms gathered in the studies, (b) what media forms were used and in what combinations (simultaneous usage) (c) the impact of the media forms in each of eight product categories and (d) consumer reported intent to purchase in a product category in coming periods. Using Chi-Square Automatic Interaction Detector analysis (CHAID), the key media forms were identified for each of three product categories: computers, automobiles and fast food restaurants. This research is an important step in the actual determination of media synergy, which can be used by media planners and buyers. (12 pages)

All users may view the comments on this page (which are visible to external search engines); however, you must log in to post comments.
Authors' names will be displayed with their comments for authenticity and to reduce inappropriate postings. Display of your organisation name is optional.
To keep comments legible and their presentation on this page tidy and consistent, there are no font or HTML formatting options available.
Comments are posted and displayed in real-time without moderation, however our editorial team regularly reviews these and will remove inappropriate comments.
The IDM will not be held liable for any comments made by users of this website or for any actions taken or arising as a result of these.
We have endeavoured to keep access as open as possible and these rules as short as possible. We trust our members, customers and users to use this facility to make informed comments in the pursuit of better knowledge and enhanced professional practice. At all times we expect comments on this page to be honest, respectful and in good taste. We accept that occasionally those from outside our professional community might be inclined to post inappropriate comments and we will do our best to remove these promptly. If we have missed something or you find a comment offensive or potentially slanderous, please advise us immediately by emailing servicesteam@theidm.com. Thank you.

resource options

Published	Format	Save	Open
01 Oct 2009
Free access to members and registered users (log in)
NOTE: To view Portable Document Format files (denoted .pdf), you will require Adobe Acrobat Reader. If you do not have this application installed on your PC, click here to obtain a free Acrobat Reader download.

In this section