True Synergy for Real Effects: How to Control Integrated Marketing Successfully

Crossmedia, Synergy, Advertising, Online and Off-line Media, Integrated Marketing, Advertising Effects, Media Planning, Budget Allocation

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the four areas: combining different media types, scheduling their in-phase or out-phase timing, using consistent formal designs, and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message.

Synergies not only have effects on the effectiveness of advertising but also on budgeting. As synergy increases, the optimal total media budget increases as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects are surprising and individual activities need to be seen in a completely different light in combination with others. Managers are well advised to monitor synergies of their activities and reflect them in their budgets.