Let’s set the stage a little.
You’re a marketer with an infomercial on the air and you’re on the phone with your media buying agency and they’re telling you to start spending media dollars in other channels that they buy, like SF spot, Print, Direct Mail, Radio or the internet.
You ask “Why?”
They say because your infomercial results will improve because it will have a synergistic effect through these other channels and visa-versa. That means getting more leverage out of your advertising dollar.
You ask “How can you tell?”
They say it’s not something that can be outright tracked back to the channel but they know it happens because they see the results go up with other clients that have done this.
You’re skeptical. I don’t blame you. I was too.