Managing The Power Of Synergy
...Effects between Television, Print and Web Advertising
Ms. Li Minyan Lyann
School of Communication, Hong Kong Baptist University
Add: RRS631, Ho Sin Hang Campus, Hong Kong Baptist University,
Waterloo Road, KLN, Hong Kong
Tel: (852) 6206-3301
Email: 04415574@hkbu.edu.hk
New media, predominantly the Internet, has apparently become an indispensable source of information among members of our information society today. And partly because of this trend, advertisers all over the world eye covetously at the expanding opportunities provided by the webs, seeking more effective communication channels with their target markets. Online advertising spending, including Web ads, is constantly on the rise. Though not much substantial economic return was reported, people feel optimistic about web ads, especially its power of synergy with Television and Print advertisements.
However, laboratory or field setting experiment testing the synergistic effect of Web and Print advertising was scarce, not to mention comparing it to that of the synergy of Web and TV advertising, which would be quite useful for professional media planning as well as new media theory conceptualization. In light of this, the current study aimed to investigate several issues concerning the synergy effects by an experiment design.
Literature review
Advertising synergy
The concept of synergy is not new for communication researchers and advertising professionals. It is defined as "the interaction of two or more agents or forces so that their combined effect is greater than the sum of their individual effect" (American Heritage College Dictionary 1997). As a matter of fact, advertisers frequently use multiple communication tools (e.g., advertising, public relations, etc.) or channels...
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