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The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies.

Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories.

Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements.

Findings limited to the four product categories and student participants.

When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising.

First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

This paper aims to understand the level of synergy between print and online activity and to assess the influence of print/online synergy on the log of circulation change.

In order to meet this aim the authors conducted an empirical study of 100 regional newspapers supplying news media services in the UK. Two hypotheses grounded in a conceptual model were developed. The authors used Pearson correlation and (stepwise) regression analysis to test two hypotheses (H1 and H2).

H1 provides us with some interesting findings. The first is that higher priced newspapers attract more unique Internet users and mobile Internet access. Higher priced newspapers who have been in business longer and have established brands attract more online readers. Also, because these issues are more expensive there is more incentive to go online to read the papers for free. Note that this last explanation is consistent with the analysis provided for H2, the beta for price is negative. The negative coefficient indicates that the circulation change of higher priced papers has reduced more. Therefore circulation change impacts greater upon premium price newspapers for an elite rather than a broad readership. The regression results presented here indicate that established firms with premium pricing, providing multiple platform distribution and specialist digital editions with free online content, have circulations that are reducing less.Practical implications – While reducing the rate of circulation decline, current levels of online presence are not reversing it. There is a need for online presence to be focused on more targeted segments/niches of circulation such as “hyper‐local” news. This suggests a much clearer consideration must be made by newspapers with a premium price for an elite rather than a broad readership.

News organizations now find themselves less socially relevant as consumers turn towards the Internet for alternative sources of “news”. News media firms are having to rebuild their brand identity and market positioning in the online marketplace. Higher priced newspapers have been in business longer and have established brand recognition for providing elite services. This is vital if they are to retain their community influence (as trusted sources of locally produced news, analysis and investigative reporting into public affairs). Commercial influence is determined by their social influence and the demise of newspapers would significantly threaten news plurality, democracy and public service journalism at the local community level.

The originality of this work concerns its specific focus on the influence of print/online synergy on the rate of circulation change. The news media industry is an under‐researched area of Internet scholarship. The study is significant on two counts: first, it estimates cross‐media synergies based on print and online interaction at an aggregated level; and second, it identifies different combinations of cross‐media exposure over individual media effects. It combines both print and online measures of circulation. Of most importance, the study is able to show that synergy is complementary and has had a positive effect on log circulation change by reducing it by a smaller number.

This study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.

3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.

The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.

Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK who are first exposed to publicity then to advertising. Believability of the message is found to be a mediator within this context.

Based on a review of the appropriate literatures on PK and integrated marketing communication (IMC), this paper tests the hypotheses using two experimental studies.

The results of two experiments show that publicity-then-advertising yields poorer persuasion than advertising-then-publicity, especially under a high PK condition. The reduced synergistic effect of combinations of advertising and publicity is found especially when consumers activate temporary PK and/or when they have chronically high PK. A mediator for a decrease in the synergistic effect of combinations of advertising and publicity, believability, is examined.

This study contains significant managerial implications for marketing communicators about how to most effectively combine and coordinate publicity and advertising in the implementation of an IMC strategy.

Other than making a contribution to the IMCs’ literature, this research extends understanding of the power of PK within an IMC framework. The research contributes yet another extension to the original PK model of Friestad and Wright (1994) by suggesting an underlying theoretical mechanism to explain how PK works in the IMC domain.

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing strategy; Customer service; Sales management; Promotion; Product management; Marketing research/customer behavior; Sundry.

This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising.

An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population.

Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands.

The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects.

Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness.

To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

Much has been written about integrated marketing communications (IMC) but agreement on a precise definition is still lacking and, although interest levels seem to have reached fever pitch over the past few years, practical implementation, and evidence of the effectiveness of implementation, seem to be fairly rare. This paper sets out to investigate the sometimes confiding views of what the concept means and asks a number of related questions: what are the driving forces behind the growth of IMC, what is inhibiting its implementation, what is needed to make IMC a reality and what does the future hold for IMC?

This special “Anbar Abstracts” issue of the Marketing Intelligence & Planning is split into seven sections covering abstracts under the following headings: Marketing Strategy; Customer Service; Sales Management; Promotion; Marketing Research/Customer Behaviour; Product Management; Logistics and Distribution.