Academic Journal
Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising.
| Τίτλος: | Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising. |
|---|---|
| Συγγραφείς: | Bell, J. Jason1 (AUTHOR) jason.bell@sbs.ox.ac.uk, Thomaz, Felipe1 (AUTHOR) felipe.thomaz@sbs.ox.ac.uk, Stephen, Andrew T.2 (AUTHOR) andrew.stephen@sbs.ox.ac.uk |
| Πηγή: | Journal of Marketing. Jul2025, Vol. 89 Issue 4, p99-119. 21p. |
| Θεματικοί όροι: | *Advertising, *Marketing, *Publicity, *Television advertising, *Internet advertising, Archetypes |
| Reviews & Products: | Facebook (Web resource), YouTube (Web resource) |
| Περίληψη: | Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is detached from practice where (1) marketers decide between an increasingly large number of media channels, (2) media plans involve complex combinations of channels, and (3) marketers manage complementarities among many channels. The authors use latent class analysis to uncover tendencies in media allocations. Latent classes account for nonrandom selection of channels into campaigns, capture pairwise and higher-order interactions between channels, and allow for meaningful interpretation. The authors describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on common brand-related performance metrics. They use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. While they find no single media mix that consistently correlates with high performance across all metrics, clear high-performing patterns emerge for specific metrics. The authors find that traditional channels (TV, outdoor) often appear together with digital channels (Facebook, YouTube) in high-performing campaigns. Additionally, current marketing practices appear suboptimal, with simple strategies predicted to improve lifts by 50% or more. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
| FullText | Text: Availability: 0 CustomLinks: – Url: http://www.jstor.org/openurl?issn=00222429&date=2025&volume=89&issue=4&spage=99 Name: JSTOR (all content) (s7799221) Category: fullText Text: Icon: https://imageserver.ebscohost.com/branding/jstor/iconJSTOR.gif MouseOverText: Full Text from JSTOR |
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| Header | DbId: bsx DbLabel: Business Source Index An: 185367613 RelevancyScore: 1419 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1419.33068847656 |
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| Items | – Name: Title Label: Title Group: Ti Data: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Bell%2C+J%2E+Jason%22">Bell, J. Jason</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> jason.bell@sbs.ox.ac.uk</i><br /><searchLink fieldCode="AR" term="%22Thomaz%2C+Felipe%22">Thomaz, Felipe</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> felipe.thomaz@sbs.ox.ac.uk</i><br /><searchLink fieldCode="AR" term="%22Stephen%2C+Andrew+T%2E%22">Stephen, Andrew T.</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> andrew.stephen@sbs.ox.ac.uk</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Jul2025, Vol. 89 Issue 4, p99-119. 21p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br />*<searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Publicity%22">Publicity</searchLink><br />*<searchLink fieldCode="DE" term="%22Television+advertising%22">Television advertising</searchLink><br />*<searchLink fieldCode="DE" term="%22Internet+advertising%22">Internet advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Archetypes%22">Archetypes</searchLink> – Name: SubjectProduct Label: Reviews & Products Group: Su Data: <searchLink fieldCode="PS" term="%22Facebook+%28Web+resource%29%22">Facebook (Web resource)</searchLink><br /><searchLink fieldCode="PS" term="%22YouTube+%28Web+resource%29%22">YouTube (Web resource)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is detached from practice where (1) marketers decide between an increasingly large number of media channels, (2) media plans involve complex combinations of channels, and (3) marketers manage complementarities among many channels. The authors use latent class analysis to uncover tendencies in media allocations. Latent classes account for nonrandom selection of channels into campaigns, capture pairwise and higher-order interactions between channels, and allow for meaningful interpretation. The authors describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on common brand-related performance metrics. They use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. While they find no single media mix that consistently correlates with high performance across all metrics, clear high-performing patterns emerge for specific metrics. The authors find that traditional channels (TV, outdoor) often appear together with digital channels (Facebook, YouTube) in high-performing campaigns. Additionally, current marketing practices appear suboptimal, with simple strategies predicted to improve lifts by 50% or more. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1177/00222429241302808 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 21 StartPage: 99 Subjects: – SubjectFull: Advertising Type: general – SubjectFull: Marketing Type: general – SubjectFull: Publicity Type: general – SubjectFull: Television advertising Type: general – SubjectFull: Internet advertising Type: general – SubjectFull: Archetypes Type: general – SubjectFull: Facebook (Web resource) Type: general – SubjectFull: YouTube (Web resource) Type: general Titles: – TitleFull: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Bell, J. Jason – PersonEntity: Name: NameFull: Thomaz, Felipe – PersonEntity: Name: NameFull: Stephen, Andrew T. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 07 Text: Jul2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 00222429 Numbering: – Type: volume Value: 89 – Type: issue Value: 4 Titles: – TitleFull: Journal of Marketing Type: main |
| ResultId | 1 |