Advertising in magazines and newspapers is proven to again to be essential in multi-media campaigns. It increases the overall effectiveness of such campaigns. With the increased number of off-line and online media options, media planning has become more complex. A multi-media campaign does not always result in synergetic effects. Sometimes the mix of channels simply results in too much duplication with an overall effectiveness lower than expected. A multi-media campaign can also lead to a situation where the effectiveness of a single medium is not optimised. A white paper produced by the Ehrenberg-Bass Insitute and CNBC explores how marketers can create the conditions to produce multi-media synergies. This paper identifies four strategies.

Build cumulative reach more effectively

Advertising's greatest sales effect occurs when an individual is exposed at least once to the advertisement. Additional exposures to the advertisement will have an incremental effect, but less than the effect of the first exposure. Multi-media campaigns, including print, should therefore have the least overlap. A case for Credit Suisse demonstrates that adding print to TV, online and outdoor increases the build in awareness with 37%, whereas adding online to TV and outdoor only adds 27%.

Note timing and context

Using different channels and platforms can enhance the receptivity at various touch points. A multi-screen approach, TV, in-flight entertainment, PC, tablet and smartphone can reach consumers at different places at different moments with the message.

Provide enhanced repetition

By varying the media or the context enhanced repetition can be achieved. Advertisements in one medium for example can improve the effectiveness of another, later scheduled, medium. This effect called priming, can deliver important synergy effects. Also spacing out the media activities over time will result in a the advertisements being processed more deeply by consumers.

Build a neuro-rich environement

Multi-sensory marketing, triggering various senses by using different media channels, will leave stronger impressions. The mix of audio, video and tactile media or combinations of push and pull media is particularly strong.



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