We empirically examine the cross-media effects of personalized and mass media on consumers’ purchase incidence in a multichannel shopping environment. We capture the cross-media effect as the combined impact of two distinct marketing communications on consumers’ purchase behavior. Our data consists of individual-level transaction data and information on consumers’ exposure to multiple marketing media consisting of personalized (catalog and email) and mass (television and radio) media. We find that personalized (mass) media are more influential in driving consumers’ online (offline) purchases in a multichannel shopping environment. Our analysis of cross-media effects reveals synergistic (attenuating) effects between media components across (within) personalized and mass media. Furthermore, our examination of media elasticities demonstrates that discounting such cross-media effects between personalized and mass media components can bias a firm’s assessment of the effectiveness of media components in a multichannel-multimedia marketing environment. Results from our model can help marketing managers in the optimal planning of integrated marketing communication in a multichannel-multimedia shopping environment.

我们实证检验了个性化和大众媒体对多渠道购物环境中消费者购买发生率的跨媒体影响。我们将跨媒体效应视为两种不同营销传播对消费者购买行为的综合影响。我们的数据包括个人层面的交易数据和消费者接触多种营销媒体的信息，这些媒体包括个性化（目录和电子邮件）和大众（电视和广播）媒体。我们发现，在多渠道购物环境中，个性化（大众）媒体在推动消费者在线（线下）购买方面更具影响力。我们的介质的影响分析揭示培养基组分之间的协同（衰减）的影响跨越（内) 个性化和大众媒体。此外，我们对媒体弹性的研究表明，在个性化和大众媒体组件之间打折这种跨媒体效应可能会使公司对多渠道多媒体营销环境中媒体组件有效性的评估产生偏差。我们模型的结果可以帮助营销经理在多渠道多媒体购物环境中优化整合营销传播的规划。