PT  - JOURNAL ARTICLE
AU  - Jennifer Taylor
AU  - Rachel Kennedy
AU  - Colin McDonald
AU  - Laurent Larguinat
AU  - Yassine El Ouarzazi
AU  - Nassim Haddad
TI  - Is the Multi-Platform Whole More Powerful Than Its Separate Parts?
AID  - 10.2501/JAR-53-2-200-211
DP  - 2013 Jun 01
TA  - Journal of Advertising Research
PG  - 200--211
VI  - 53
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/53/2/200.short
4100  - http://www.journalofadvertisingresearch.com/content/53/2/200.full
SO  - J Advert Res2013 Jun 01; 53
AB  - Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales. This paper documents the sales response to cross-media campaigns and finds that, when online advertising is added to a television campaign, the extra reach achieved is primarily duplicated. Regularly a single television exposure stimulates sales among those exposed, with online advertising demonstrating a similar yet less consistent response. We do not find evidence of a synergy in sales impact, where the sum effect of exposure to both television and online is greater than the parts. We highlight challenges with such single-source research.