The Halo Effect
What I love about integrated marketing campaigns is the halo effect (which I mentioned in Chapter 1). A halo effect occurs when the positive effect of one marketing tactic provides a performance boost for other marketing tactics.
Time and again, marketers have proven that when it comes to marketing tactics, 1 + 1 = 3, not 2. The more you target your customers through different marketing mediums, the more you create an impression of your brand and company in the target customers’ minds. And the more inclined they are to seriously consider your products or services as a solution to their needs.
For example, say target customers read an article about one of your company’s executives (e.g., your vice president of sales) in a newspaper ...
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