In today’s competitive world, companies choose to advertise their products in the print or electronic media, depending on the type of products, to influence customers to purchase their products. It is very important that it stays in the minds of the consumers when they decide to purchase the product. Advertisers and their agencies are demanding maximum returns on the investment in advertising. Products can make their presence felt in more than one media to effect a higher penetration in the market. This paper discusses the impact of advertising in more than one media, using the Impact Multiplier Theory.

In today’s business, advertisers and their agencies are demanding maximum returns on the investment in advertising. The impact of advertising on the awareness and recall of the product has to be studied. Products which make their presence felt in the electronic as well as the print media, have higher penetration than the ones present in the electronic media alone. This paper derives its base from the “Impact Multiplier Theory”. This theory assumes that when two or more media are used for making communications externally, the combined impact is more than the sum total of their individual impact.

Some companies choose to advertise their products in the print media, electronic media, individual or direct, depending on the type of the products, in order to appeal to consumers in different ways so that they are influenced to buy products. Moreover, the time and the type of economy are also to be taken care of, for advertising to create a competitive advantage. It is very important that the advertisement stays at the top of buyers’ minds when they make decisions to buy the product. The advertisers are interested in maximizing their profit by advertising frequently and showing that the effect of print, electronic or trade shows definitely increase the awareness, interest and purchase of the products by the customers.