Dynamic asymmetric effects of cross-media exposures over the purchase cycle: In China, TV ads benefit from prior online exposure, but not vice-versa

June Soo Lee and Demetrios Vakratsas

Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.

MANAGEMENT SLANT

  • Response to advertising was dynamic for television, but only through the strength of its synergy with prior online exposure.
  • Prior television exposure did not enhance the effectiveness of online advertising, however, which suggests that the synergy effect is asymmetric in the direction of television advertising.
  • Online advertising did not achieve a recent exposure effect. Rather, its role was ancillary, much along the lines of a catalytic effect.

INTRODUCTION

A key benefit of cross-media campaigns is the potential for synergy, which can produce an enhanced effect beyond the corresponding additive effects of the...

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