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Just The Right Mixture

You have probably heard the term ‘media mix’; but what exactly is a media mix, and more importantly, what’s the right media mix for you to get a return on your advertising investment?

A media mix simply takes advantage of the combined strengths of various media to create more powerful advertising synergies. Greek philosopher Aristotle aptly described the power of synergies when he said “the whole is greater than the sum of its parts” meaning that each part alone is not as powerful as a mix of the parts.

A recent Radio Ad Lab’s study revealed the recall for ads that were exposed in a mix of radio and internet was nearly five times higher than ads exposed on the internet only.
But one of the problems with media mixes, like many mixes, is that too many ingredients can actually water down the strength or potential synergies.