From Silos to Synergy: A Fifty-year Review of Cross-media Research Shows Synergy Has Yet to Achieve its Full Potential

Before the advent of the Internet, media planning focused on individual media and used exposure - opportunity to see - as the criterion of effectiveness.

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


Cross-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...

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