Maximising media synergy for cost-effective brand building

Sue Elms and James Galpin

This paper argues that, while TV may still be the most effective medium, multimedia always work better than a single medium.

Maximising media synergy for cost-effective brand building

Sue Elms and James Galpin

Perhaps the catalyst was the internet, whose evangelists screamed 'the end is nigh!' for TV and talked of engagement versus interruption, true measurability and the long tail. Perhaps the advent of PVRs made the TV world wobble. Maybe the recession has made the hunt for efficiencies keener. Whatever the cause, the multimedia debate has been invigorated and the demand for evaluation has grown.

It has been rare for any non-TV media owner to suggest that one should use them as sole medium. While some past studies...

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