Navigating Media Synergy

This chapter explores the intricate dynamics of media effectiveness across multiple channels, advocating a shift from simplistic interpretations to more comprehensive strategies. It introduces the concept of 'archetypes' as a means to visualize and understand the interactions between different media, emphasizing the strategic importance of complementarity for successful advertising outcomes. By leveraging consumer journey data, the chapter highlights the necessity for nuanced decision-making in media planning to align with broader marketing goals.