Revisit: Cross-Media and Cross-Tool Effects


Special issue of Journal of Marketing Communications, Edited by Peter C. Neijens and Patrick De Pelsmacker; Deadline 1 Sep 2009

Special issue of Journal of Marketing Communications, Edited by Peter C. Neijens and Patrick De Pelsmacker; Deadline 1 Sep 2009  ARC: Connections: ELMAR: Posting

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Call for Papers
The Journal of Marketing Communications

Special issue on Cross-Media and Cross-Tool Effects Submissions deadline December 1st, 2009
Publication scheduled for 2010

Almost all communication campaigns make use of more than one medium and tool. Advertising campaigns make use of different (mass) media, and communication campaigns make use of different tools, such as advertising, brand activation, sponsorship, direct marketing, Internet marketing etc. In these cross-media or cross-tools campaigns, marketers seek to maximize the effectiveness of their budgets by exploiting the unique strengths of each medium and tool and by maximizing cross-media consistency and synergies. As Erwin Ephron stated: “Old media planning was about picking individual media. New media planning is about picking combinations of media (and permutations of media, where sequence of exposure is important).” Scientists and the advertising industry are increasingly interested in the effectiveness of cross-media and cross-tool communications. Crucial questions are how different media and tools contribute to different types of cross-media effects, under what conditions, and which psychological processes account for these effects. To advance our knowledge on these issues, we invite authors to submit their manuscripts for a special issue of the Journal of Marketing Communications.

Topics may include – but are not limited to – theories and studies of:

  • different types of effects, such as target group extension, complementary effects, synergy effects, and repetition effects,
  • effects of different combinations of media and tools,
  • effects of different media and tools sequences,
  • product, brand, market and individual factors that influence cross-media and –tools effects,
  • processes that underlie cross-media and cross-tools effects, such as forward and backward priming, competitive interference and meltdown effects, clutter, encoding variability, and credibility principle,
  • measurement issues: how to measure cross-media and –tools effects and processes, and how to collect cross-media and –tools data for media and communications planning.

Submissions to the special issue should be original contributions and should not be under consideration for any other publication at the same time. As a guide, articles should be between 4000 and 6000 words in length. The abstract should be comprehensible without reference to the text and should not exceed 200 words. Manuscripts should be sent electronically (in Microsoft Word format) to the guest editors before 1st December 2009. The format of the manuscripts must follow Journal of Marketing Communications guidelines. For the Author guidelines please visit All questions regarding the suitability of manuscripts should be sent to the guest editors.

Guest Editors

Prof. dr. Peter C. Neijens
University of Amsterdam
The Amsterdam School of Communications Research ASCoR Kloveniersburgwal 48, 1012 CX Amsterdam, The Netherlands
Tel.: 31 (0) 20 525 3998, fax: 31 20 525 3681

Prof. dr. Patrick De Pelsmacker
University of Antwerp
Department of Marketing
Prinsstraat 13, BE-2000 Antwerpen, Belgium
Tel.: 32 (3) 275 50 46, fax: 32 (3) 275 50 81