It showed that when print and TV are used together, the brand awareness index rises much more rapidly than for the same expenditures for print or TV alone. In the Netherlands, Italy, Canada, and Great Britain, other studies have revealed similar findings. Adding magazine ads to a TV ad campaign worked even better than adding TV to print. The result of adding print to a TV campaign is a richer, more complete communication. Now more than ever, the failure to integrate and enhance electronic media with print advertising, by using every practical and applicable medium, amounts to throwing away a percentage of each dollar spent in advertising.
All communications are.
We look for ways to talk directly to people, and in more meaningful ways. It's a challenge to advertisers to learn different ways to use the new media, to use interactive methods and integrate them all. The art of advertising is how to manage all this. If on TV you use image advertising in 30 seconds, you can supplement this with videos for special events and go to whatever length you need, maybe a half-hour. Thus, you can use different packages, different lengths in direct mail, newspapers, TV and in videos.