A recent study by Synaptic Digital and WPP's Kantar Video measured the influence of various forms of media (earned, paid, which refers to advertorial-type spots generally run on news programs, and “branding,” which refers to commercials). The survey was conducted using assets supplied by a major carmaker. It suggests using all three media causes a multiplier effect. More than 1,800 men and women took part. These results look at five different awareness measures and the impact various forms of media ...