Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 7

The combined use of different marcom tools-such as advertising a brand on TV along with sponsoring an event-can produce a synergistic effect for a brand. What does the concept of synergy mean in this context Provide a practical illustration of how two or more marcom tools when used in combination are capable of producing results greater than the sum of their individual contributions.