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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.

To provide a theoretical context for the application of F. Geyer's work on alienation in highly complex societal environments to the study of the social and cultural impact of the mass media and cultural industries.

A macro‐sociological approach provides the ground for the insertion of Geyer's concepts of alienation and vicarious experience into Luhmann's theory of the mass media. The second‐order cybernetics conception of endogenous information is here taken as a systemic insight to the idea of experience in cultural studies and social psychology.

Provides a theoretical basis for the use of experience as an observational concept in the study of the social and cultural impact of media dynamics, posing interesting links with relevant current research issues in mass media, such as globalization and uncertainty management.

This is a theoretical work that demands future applications and research field in order to test coherence and potential.

This paper underlines the relevance of F. Geyer's work on alienation from the viewpoint of systems perspective to the current study of the mass media as a macro‐sociological reference phenomenon in social and cultural trends. It poses vicarious experience as an observational concept, thus providing a conceptual bridge between systemics and current cultural studies.

This paper poses a wide and original conceptual net that involves Geyer's work together with macro‐sociological current contributions (Giddens, Luhmann, Beck, etc.) in the context of media studies.

This paper aims to focus on how innovative strategies take users into account. On the one hand, it will look at how the different stakeholders in the TV value network implement user behaviour. On the other hand, it will focus on how users perceive traditional advertising and new advertising formats (e.g. personalised advertising, interactive advertising).

The applied research method is a combination of expert interviews with different actors in the TV sector and qualitative user research on viewers’ expectations towards advertising and new advertising formats in a digital era.

This paper looks at customer ownership, (inter-media) audience fragmentation and audience autonomy as important concepts in understanding innovation and strategies within the Flemish commercial TV sector and how user behaviour is implemented.

More specifically, ad skipping (zipping) and second-screen applications are studied. To conclude, the findings of the research are linked to relevant policy questions and challenges for audience members and actors within the television industry.

The prime function of the advertising appropriation is of course to act as a profit reservoir into which money may be pumped in good times and from which money may be tapped in hard times. However, a useful by‐product of the advertising appropriation can be increased sales of the company's products and much effort is expended towards this by‐product. It has been established reasonably clearly in the last few years that the major contribution towards the effectiveness of the advertising appropriation lies in the content of the advertisements. Nevertheless, since such large sums of money are involved, improvements in the way in which it is spent are worth making. This paper addresses the technicalities of the most important element in this latter process and suggests that current practice may not be the best possible practice.

The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising

Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares.

The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising.

The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects.

The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned.

The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.