Understanding the Impact of Synergy in Multimedia Communications

By Prasad A. Naik, Kalyan Raman. 2003

599 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/f9fa68306ce5f6b3eec8f0073cc1a346d0cb8ee9

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In Management Science and Operations Research

In Marketing

In Strategy and Management

Citations in the corpus

The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework (2016, methodology): “…Revenue forecast (relative to current) 100.00% 90.32% 87.95% 121.01% Revenue forecast (relative to SVAR) 82.64% 74.64% 72.68% 100.00% To offer guidance, we calculate the online budget allocation suggested by our SVAR model using the procedure of Danaher and Dagger (2013) and Naik and Raman (2003).”
Planning Marketing-Mix Strategies in the Presence of Interaction Effects (2005, background): “…interaction effects, which are central to the marketing-mix concept (see, e.g., Gatignon and Hanssens 1987; Gatignon 1993; Lilien et al. 1992, p. 5), Naik and Raman (2003) establish empirically the existence of synergy and offer theoretical insights into budgeting and allocation decisions.”
From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior (2016, background): “From the perspective of integrated marketing communications (IMC; Naik and Raman 2003), it is vital to understand the relative ef ﬁ cacy and synergy between these media for marketing communications.”
Generic and Brand Advertising Strategies in a Dynamic Duopoly (2005, unknown): “ẋ1 t = 1u1 t √ 1−x1 t − 2u2 t √ x1 t x1 0 =x10 ẋ2 t = 2u2 t √ 1−x2 t − 1u1 t √ x2 t x2 0 =x20 (2) Sorger (1989) compares the model in (2) to other models of brand advertising, derives solutions for the optimal advertising expenditures, and also discusses various desirable properties of the model, no”
The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “However, a better understanding of cross-media synergies would be important as they likely impact the allocation of marketing or advertising budgets within the company (Naik and Raman 2003).”
Relating Online, Regional, and National Advertising to Firm Value (2016, background): “Extant research has documented positive interactive effects between radio and newspaper advertising (Jagpal 1981), television and radio ads (Edell and Keller 1989), television and print advertising (Naik and Raman 2003), and offline and online advertising (Naik and Peters 2009).”
Washing Away Your Sins? Corporate Social Responsibility, Corporate Social Irresponsibility, and Firm Performance (2016, background): “(A6) Sales Function Specification As is typical in optimal control applications in marketing, we need to specify the evolution of the sales function S (e.g., Naik and Raman 2003), which serves as a constraint in the Hamiltonian specification (Equation A3b).”
Balancing Acquisition and Retention Resources to Maximize Customer Profitability (2005, background): “…bearings on the different dependent variables include customer-initiated contacts, the degree of cross-buying, the frequency of transactions (e.g., Reinartz and Kumar 2003), the customer’s share-of-wallet with the focal firm (e.g., Verhoef 2003), and the relationship duration (Bolton 1998; Bolton…”
The complementary effect of trade shows on personal selling (2004, background): “Naik and Raman (2003) emphasize the same point in their”
Bridging Design and Behavioral Research With Variance-Based Structural Equation Modeling (2017, background): “Applications of variance-based SEM in advertising research address topics such as online and mobile advertising (Jensen 2008; Naik and Raman 2003; Okazaki, Li, and Hirose 2009), advertising believability and information source value (O’Cass 2002), e-mail viral marketing (San Jos e-Cabezudo and…”
The Impact of a Product-Harm Crisis on Marketing Effectiveness (2007, unknown): “…for superexogeneity becomes more widely used in the marketing literature to validate the use of econometric models in policy evaluations (see, e.g., Franses 2005, Naik and Raman 2003, Shugan 2005, Van Heerde et al. 2005), more research would be useful to further investigate this power issue.”