Use both TV and print to increase impact

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It’s something that most clients and agencies have always claimed to have
known by instinct — the fact that using both print and TV gives them an
advantage that’s greater than using either media in isolation. But it’s a
theory that not too many clients actually put their money down to back. All
that could well change with Impact Multiplier, a study by the Indian
Newspaper Society and IMRB International that lays doubts to rest. Says
Bharat Kapadia, chairman, Mumbai regional committee of the INS, “Impact
multiplier is a theory that when you use two media like TV and print, the
end exposure is greater than the total of the two. All over the world,
including India, this has so far been done in a lab kind of condition with
forced exposure of a small panel to the advertising.”

Source:
http://economictimes.indiatimes.com/cms.dll/html/uncomp/articleshow?msid=174098