A Literature Review of Advertising Synergy Effect and Prospects

Due to the diverse development of media and the emergence of simultaneous multi-media usage, the advertising synergy effect has received much attention. This paper makes a systematic review of existing research on advertising synergy in five aspects, namely definition & classification, measurement, manifestation, influencing factors and formation mechanisms, and then builds an integrated model of the generating process of advertising synergy effect. Finally, this paper summarizes the shortcomings of existing researches and points out the future research directions.