see how we can amplify the effects of an online campaign through integration with traditional instruments.

Without considering the merits of each instrument that can be used in advertising traditional (tv, radio, press, posters), what concerns us is that stress can not be separated at birth these two forms of communication but you must allow, rather, that they live together and make reference to each other. And this is not simply bring up the web address on all forms of traditional communication (one page advertisement in a magazine, for example) but even create continuity and collaboration between the two forms (online and offline).

The road would then be to use simultaneously the two channels in question to convey the same message at the same time (timing), increasing the pressure exerted advertising (eg banner campaign + print campaign), or to articulate the two campaigns different moments in time to dilute the effects of advertising.

It is clear that creativity can contribute significantly to the new one takes advantage of the integration in question by finding relationships unexplored, such as complementarity. Suppose, hypothetically, to split the message on both fronts or specially built two separate messages on the same subject, if properly conceived, such a campaign will inevitably multiply its effect, doubling its effectiveness if the target is a user of both the traditional channel of communication than online, and increasing the reach (able to spread the message) if the audience is spread over two channels.