6551 
6393由于媒体多样化的发展和多媒体同时使用行为的出现，广告协同效应受到了广泛关注。本文从广告协同效应的概念和分类、广告协同效应的测量、广告协同效应的表现、广告协同效应的影响因素以及广告协同效应的形成机制五个方面对现有文献进行了系统梳理，并在此基础上构建了广告协同效应产生过程整合模型，最后总结现有研究的不足并指出了未来的研究方向。
广告协同效应研究述评及展望
摘要
参考文献
1 堪楠. 电视广告和网络视频广告对品牌资产影响的协同效应研究[D]. 广州:暨南大学, 2011.
4 Belch G E, Michael A. Advertising and promotion:An integrated marketing communications perspective[M]. Boston:Irwin-McGraw Hill, 1998.
5 Chang Y. The effects and the information-processing model of the TV-Web synergy[D]. Columbia:University of Missouri, 2001:5.
6 Chang Y, Thorson E. Television and web advertising synergies[J]. Journal of Advertising, 2004, 33(2):75-84. DOI:10.1080/00913367.2004.10639161
7 Chen Y B, Xie J H. Online consumer review:Word-of-mouth as a new element of marketing communication mix[J]. Management Science, 2008, 54(3):477-491. DOI:10.1287/mnsc.1070.0810
8 Enoch G, Johnson K. Cracking the cross-media code:How to use single-source measures to examine media cannibalization and convergence[J]. Journal of Advertising Research, 2010, 50(2):125-136. DOI:10.2501/S0021849910091294
9 Falkinger J. Limited attention as a scarce resource in information-rich economies[J]. The Economic Journal, 2008, 118(532):1596-1620. DOI:10.1111/ecoj.2008.118.issue-532
10 Gatignon H, Hanssens D M. Modeling marketing interactions with application to salesforce effectiveness[J]. Journal of Marketing Research, 1987, 24(3):247-257. DOI:10.2307/3151635
11 Graham G, Greenhill A, Callaghan V. Technological forecasting and social change special issue[J]. Technological Forecasting and Social Change, 2013, 84(1):71-88.
12 Ham C D, Jun J W, Cho C H. Positive vs. negative publicity with advertising an application of the synergy on country brand and country-of-origin products[J]. International Journal of Integrated Marketing Communications, 2012, 4(2):27-43.
13 Haugtvedt C P, Schumann D W, Schneier W L, et al. Advertising repetition and variation strategies:Implications for understanding attitude strength[J]. Journal of Consumer Research, 1994, 21(6):176-189.
14 Havlena W, Cardarelli R, de Montigny M. Quantifying the isolated and synergistic effects of exposure frequency for TV, print, and internet advertising[J]. Journal of Advertising Research, 2007, 47(3):215-221. DOI:10.2501/S0021849907070262
15 Jagpal H S. Measuring joint advertising effects in multiproduct Firms[J]. Journal of Advertising Research, 1981, 21(1):65-69.
16 Jin H S. Compounding consumer interest:Effects of advertising campaign publicity on the ability to recall subsequent advertisements[J]. Journal of Advertising, 2003, 32(4):29-41. DOI:10.1080/00913367.2003.10639145
17 Kleis L, Nault B R, Dexter A S. Producing synergy:Innovation, IT, and productivity[J]. Decision Sciences, 2014, 45(5):939-969. DOI:10.1111/deci.2014.45.issue-5
18 Lim J S, Ri S Y, Egan B D, et al. The cross-platform synergies of digital video advertising:Implications for cross-media campaigns in television, internet and mobile TV[J]. Computers in Human Behavior, 2015, 48:463-472. DOI:10.1016/j.chb.2015.02.001
19 Lin C, Venkataraman S, Jap S D. Media multiplexing behavior:Implications for targeting and media planning[J]. Marketing Science, 2013, 32(2):310-324. DOI:10.1287/mksc.1120.0759
20 Marketing Science Institue (MSI). 2010-2012 research priorities[EB/ON]. http://image.sciencenet.cn/olddata/kexue.com.cn/upload/blog/file/2010/9/201091515178616316.pdf, 2010.
21 McCarthy M S, Fram E H. Synergies of promotional products and print advertising in building brand equity for a new brand[J]. Journal of Promotion Management, 2008, 14(1-2):3-15. DOI:10.1080/10496490802501661
22 Micu A C. Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context[D]. Columbia:University of Missouri, 2005.
23 Micu A C. Telling the brand story:Including news articles in online promotional strategies[J]. Management & Marketing, 2010, 5(2):67-84.
24 Micu A C, Pentina I. Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads[J]. Internet Research, 2015, 25(3):378-398. DOI:10.1108/IntR-11-2012-0242
25 Montgomery D B, Silk A S. Estimating dynamic effects of market communications expenditures[J]. Management Science, 1972, 18(10):B485-B501.
26 Naik P A, Peters K. A hierarchical marketing communications model of online and offline media synergies[J]. Journal of Interactive Marketing, 2009, 23(4):288-299. DOI:10.1016/j.intmar.2009.07.005
27 Naik P A, Peters K. True synergy for real effects:How to control integrated marketing successfully[J]. GfK-Marketing Intelligence Review, 2015, 7(1):34-41.
28 Naik P A, Raman K. Understanding the impact of synergy in multimedia communications[J]. Journal of Marketing Research, 2003, 40(4):375-388. DOI:10.1509/jmkr.40.4.375.19385
29 Naik P A, Raman K, Winer R S. Planning marketing-mix strategies in the presence of interaction effects[J]. Marketing Science, 2005, 24(1):25-34. DOI:10.1287/mksc.1040.0083
30 Radio Ad Lab. The benefits of synergy:Moving money into radio[EB/ON]. http://bellmediaradioplus.ca/upLoad/RAELSynergySummaryDec04.pdf, 2004.
31 Raman K, Naik P A. Long-term profit impact of integrated marketing communications program[J]. Review of Marketing Science, 2004, 2(1):1-23.
32 Schultz D E. Media synergy:The next frontier in a multimedia marketplace[J]. Journal of Direct, Data and Digital Marketing Practice, 2006, 8(1):13-29. DOI:10.1057/palgrave.dddmp.4340550
33 Schultz D E, Block M, Raman K. Media synergy comes of age-Part I[J]. Journal of Direct, Data and Digital Marketing Practice, 2009, 11(1):3-19. DOI:10.1057/dddmp.2009.13
34 Stammerjohan C, Wood C M, Chang Y, et al. An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge[J]. Journal of Advertising, 2005, 34(4):55-67. DOI:10.1080/00913367.2005.10639209
35 Steele A, Jacobs D, Siefert C, et al. Leveraging synergy and emotion in a multi-platform world[J]. Journal of Advertising Research, 2013, 53(4):417-430. DOI:10.2501/JAR-53-4-417-430
36 Stolyarova E, Rialp J. Synergies among advertising channels:An efficiency analysis[J]. Journal of Promotion Management, 2014, 20(2):200-218. DOI:10.1080/10496491.2014.885479
37 Tavassoli N T. Language in multimedia:Interaction of spoken and written information[J]. Journal of Consumer Research, 1998, 25(1):26-37. DOI:10.1086/jcr.1998.25.issue-1
38 Vakratsas D, Ambler T. How advertising works:What do we really know?[J]. Journal of Marketing, 1999, 63(1):26-43. DOI:10.2307/1251999
39 Varan D, Murphy J, Hofacker C F, et al. What works best when combining television sets, PCs, tablets, or mobile phones? How synergies across devices result from cross-device effects and cross-format synergies[J]. Journal of Advertising Research, 2013, 53(2):212-220. DOI:10.2501/JAR-53-2-212-220
40 Voorveld H A M, Neijens P C, Smit E G. Opening the black box:Understanding cross-media effects[J]. Journal of Marketing Communications, 2011, 17(2):69-85. DOI:10.1080/13527260903160460
41 Voorveld H A M, Smit E, Neijens P. Cross-media advertising:Brand promotion in an age of media convergence[A]. Diehl S, Karmasin M(Eds.). Media and convergence management[C]. Berlin Heidelberg:Springer, 2013:117-133.
42 Voorveld H A M, Valkenburg S M F. The fit factor:The role of fit between ads in understanding cross-media synergy[J]. Journal of Advertising, 2015, 44(3):185-195. DOI:10.1080/00913367.2014.977472
43 Wang A. When synergy in marketing communication online enhances audience response:The effects of varying advertising and product publicity messages[J]. Journal of Advertising Research, 2006, 46(2):160-170. DOI:10.2501/S0021849906060181
44 Wood L. Consumer responses in sales to multiple media advertising exposures-The impact of synergy based on a study of project Apollo single source data[D]. New York:State University of New York, 2010.
45 Wu G, Sandeep B. The synergy effect of print and web advertising:A field experiment[A]. Proceedings of American Academy of Advertising Conference[C]. 2007:208-213.
46 Yan R L, Pei Z. The strategic value of cooperative advertising in the dual-channel competition[J]. International Journal of Electronic Commerce, 2015, 19(3):118-143. DOI:10.1080/10864415.2015.1000225
引用本文
王平, 孙皖玲, 范秀成, 等. 广告协同效应研究述评及展望[J]. 外国经济与管理, 2016, 38(11): 14–28.
导出参考文献，格式为：
