Normally in the advertising world, experts have a predilection towards the whole of a campaign rather than the individual weight of its various segments. This defines the phenomenon of synergy that constantly emphasizes the importance of the impact of the whole rather than the sum of its parts. It could be applied in any sense and in any area but in advertising, its application becomes relatively important.
As a matter of fact, it is the central idea of synergy that has actually given the theory of integrated marketing communication so much acknowledgement and popularity in the marketing and more specifically the advertising arena. The idea of leveraging a brand with a combination of activities, each of which convey the same message but in different styles, is much more attractive, prolific and feasible than the notion of doing one single activity to promote a brand. It also richens the experience for the target audience, widening the brand's diverse range of marketing communications and thus increasing the scope of the brand.
As a matter of fact, it is the central idea of synergy that has actually given the theory of integrated marketing communication so much acknowledgement and popularity in the marketing and more specifically the advertising arena. The idea of leveraging a brand with a combination of activities, each of which convey the same message but in different styles, is much more attractive, prolific and feasible than the notion of doing one single activity to promote a brand. It also richens the experience for the target audience, widening the brand's diverse range of marketing communications and thus increasing the scope of the brand.
