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LONDON, 28 February 2012 – A new White Paper by CNBC and the Ehrenberg-Bass Institute for Marketing Science, encourages media agencies and advertisers to think about four key areas to achieve the greatest synergy with multi-platform campaigns.
To create the conditions that are conducive to synergy, the White Paper concludes that advertisers and planners need to select a media mix which:
1. Builds cumulative reach – start by focusing on achieving as much 1+ exposures to a campaign amongst a brand’s target audiences
2. Broadens the timing and context of consumer touch points –advertising using a multi-platform mix at different times enhances receptivity. Aim for as much coverage and as little overlap as possible.
3. Provides enhanced repetition (rather than just adding frequency) – enhance timings by drawing on media combinations that increase your footprint over the media day. Vary the context and space out your exposures.
4. Creates a neuro-rich campaign environment – choose media combinations that together offer visual, auditory and text options that are as diverse as possible.
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