Media multiplier explained

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]}

See also

• Media mix
• media strategy

Notes and References

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