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A Millward Brown Study Revealed That Ad Awareness Was Strongest

Question 145

Multiple Choice

A Millward Brown study revealed that ad awareness was strongest when consumers were exposed to an ad on television and in a magazine.Awareness was much lower for those who were exposed only to the magazine ad or only to the television ad.This illustrates the concept of:


A) guerilla marketing
B) media multiplier effect
C) media synergy effect
D) media mix phenomena

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