A Hierarchical Marketing Communications Model of Online and Offline Media Synergies
نویسندگان
چکیده
We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of withinand across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the withinand cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies —within-media (i.e., intra-offline) and cross-media (onlineoffline)— exist. We show how withinand cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media. © 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
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