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Managing The Power Of Synergy

Conference Paper

Managing the Power of Synergy:
An Exploration of the Combined Effects between Television, Print and Web Advertising

Ms. Li Minyan Lyann
School of Communication, Hong Kong Baptist University

Add: RRS631, Ho Sin Hang Campus, Hong Kong Baptist University,
Waterloo Road, KLN, Hong Kong
Tel: (852) 6206-3301
Email: 04415574@hkbu.edu.hk

New media, predominantly the Internet, has apparently become an indispensable source of information among members of our information society today. And partly because of this trend, advertisers all over the world eye covetously at the expanding opportunities provided by the webs, seeking more effective communication channels with their target markets. Online advertising spending, including Web ads, is constantly on the rise. Though not much substantial economic return was reported, people feel optimistic about web ads, especially its power of synergy with Television and Print advertisements.
However,......


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Approximate Word Count: 4283
Approximate Pages: 18 (250 words per double-spaced page)

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