There is ample evidence that cross-media advertising campaigns can be advantageous to marketers because of their potential for synergy. In this article, the authors focus on such effects in the emerging Chinese market, where there is potential for regional variation. They do so by examining single-source data on household-level, cross-media exposures and purchases for consumer packaged goods brand in China. The upshot: TV commercials benefit from prior exposure online, but not vice versa.
Read the JAR summary.