From Silos to Synergy: A Fifty-year Review of Cross-media Research Shows Synergy Has Yet toAchieve its Full Potential
Henry Assael
Stern School of Business, New York University
INTRODUCTIONCross-media research has received increasing attention in recent years. The Web and mobile technologies have driven an explosion of media alternatives, giving impetus to a cross-media perspective. Cross-media research is nothing new, but its emphasis has changed from silos to synergy.
Before Internet advertising became such an important part of the marketing mix, media research tended to follow a “silo” approach (i.e., a focus on individual media). Most research was devoted to...