The multiplier effect

This paper measures the effect of advertising in a combination of two media, print and television. An advertising campaign in TV and print can deliver advantages over single medium exposures in two ways: first, through an increase in reach and frequency, which allows print advertising to reach target persons who cannot - at least not sufficiently well - be reached by television alone (but this is not the subject of this study); and second, through an improvement in the communication effect of the message when exposures to the advertising occur in different media (this is the focus of the investigation!).

The Multiplier Effect

TV + print improves communication

Rolf Speetzen Senior Research Executive, Axel Springer Verlag AG, Germany.

CENTRAL QUESTIONS

Evidence of the improved effectiveness of mix campaigns requires answers to the following questions:

  • What advertising...