Surround Sound Media

A recent study of Marketing Evolution (USA) reinforces the idea that media can be leveraged in such a way that the effect of combined media is greater than what any one medium can produce. This is called Surround Sound Marketing, although Surround Sound Media would probably be a more precise description. Magazines turned out to work well with other media and add greater value when used in synergy with television and online advertising. Magazines were typically under-leveraged in the media mix. The strong performance could be attributed to:

• Message content

• Targetting

• Engagement with magazine advertising

The study was performed on cross-media accountability data from 20 recent studies.