Is Media ‘Fragmented’ or Is Something Else Going On?

Most of all, marketers have realized that multiple media are more effective than just one. As the authors write about their research “...we found that an exposure to one TV ad, one magazine ad, and one online ad preformed better than seeing three ads concentrated in any one media type...” They also state “Seeing a consistent pattern across media creates a more powerful patter in consumers’ brains than the mere repetition of the exact same message in the same media.”