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...