Media multiplier

Media multiplier is a synergistic effect of the increased effectiveness of advertising appearing simultaneously in two or more different media platforms (for example, television and print). The media multiplier theory suggests that consumers exposed to advertising in multiple types of media will be more susceptible to the advertising message.^[1]^[2]^[3]

References

^ Kenneth E. Clow; Donald Baack (2005). Concise Encyclopedia of Advertising. Best Business Books. p. 107. ISBN 978-0-7890-2210-3.
^ Sandra Diehl; Matthias Karmasin (24 May 2013). Media and Convergence Management. Springer Science & Business Media. p. 129. ISBN 978-3-642-36163-0.
^ Confer, M. G. (1992). "The media multiplier: Nine studies conducted in seven countries". Journal of Advertising Research. 32 (1): RC–4. ISSN 0021-8499.

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[ClowBaack2005-1] Kenneth E. Clow; Donald Baack (2005). Concise Encyclopedia of Advertising. Best Business Books. p. 107. ISBN 978-0-7890-2210-3.

[DiehlKarmasin2013-2] Sandra Diehl; Matthias Karmasin (24 May 2013). Media and Convergence Management. Springer Science & Business Media. p. 129. ISBN 978-3-642-36163-0.

[3] Confer, M. G. (1992). "The media multiplier: Nine studies conducted in seven countries". Journal of Advertising Research. 32 (1): RC–4. ISSN 0021-8499.

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Media multiplier

See also

References