Best Practice - Mixed-media campaigns

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns.

Multi-media Campaigns

Roderick White

Most Significant AD campaigns these days use a mix of media. This reflects a response to the fragmentation of media and audiences, and the recognition that combinations of media can deliver synergies and perform a variety of different communication roles (3, 28).

More specifically, there are several reasons for the increase in multi-media campaigns:

  • the fragmentation and rising cost of TV (in particular) (11)

  • diminishing returns from any one medium once a (limited) frequency of exposure has been achieved (2, 11, 20)

  • the need to cover hard-to-reach target groups (2, 28)

  • varying editorial contexts enable messages...

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