ABSTRACT
Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy. Little is known, however, about the dynamics of cross-media effects due to the evolution of household demand over the purchase cycle as well as the potential for asymmetry in such effects due to sequential exposure. More remains to be learned about such effects in the emerging Chinese market, which may exhibit regional variation. The authors studied the dynamic effects of cross-media advertising on television and online over the household purchase cycle, examining single-source data on household-level cross-media exposures and purchases for a brand of a consumer packaged goods (CPG) in China. They found evidence for dynamic synergistic effects, which exhibited asymmetry in the direction of television advertising. They also found evidence for regional variation in cross-media response.
- Received January 31, 2017.
- Received (in revised form) March 22, 2018.
- Accepted April 16, 2018.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4
