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| A Dentsu case study of 549 advertising campaigns found that people who had seen a product advertised on both TV and in magazines were significantly more likely to purchase that product than people who had seen it on TV alone. Specifically the survey found that those who saw the product advertised in both places were approximately three times more likely to have already bought the product or to be intending to buy the product, relative to those who had seen the product advertised on TV only.
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| [Multiplier Effect: "Bought" (Left) and "Intend to Buy" (right) (A/B)] |
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| Data from Case Study of 549 Ad Campaigns, by Dentsu, Inc. |
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| [Multiplier Effect] |
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| A:Percent who became "buyers" (or indicated "intent to buy") after seeing product advertised on both TV and in a magazine |
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| B:Percent who became buyers (or indicated "intent to buy") after seeing product advertised on TV alone |
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