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<p>In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message.
Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.
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</abstract>

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message.
Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Professor of Marketing, Graduate School of Management, University of California, Davis, U.S.A.

Professor of Marketing, Business School, University of Hamburg, Germany, Visiting Assistant Professor of Marketing, GSM, University of California, Davis, U.S.A.

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"True Synergy for Real Effects: How to Control Integrated Marketing Successfully"}

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of...

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Publié en ligne: 23 avr. 2015

Pages: 34 - 41

DOI: https://doi.org/10.1515/gfkmir-2015-0005

Mots clés
Crossmedia, Synergy, Advertising, Online and Off-line Media, Integrated Marketing, Advertising Effects, Media Planning, Budget Allocation

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Publié en ligne: 23 avr. 2015

Pages: 34 - 41

DOI: https://doi.org/10.1515/gfkmir-2015-0005

Mots clésCrossmedia, Synergy, Advertising, Online and Off-line Media, Integrated Marketing, Advertising Effects, Media Planning, Budget Allocation

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
Crossmedia, Synergy, Advertising, Online and Off-line Media, Integrated Marketing, Advertising Effects, Media Planning, Budget Allocation