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What is the multiplier effect?


The multiplier effect refers to the phenomenon where investments snowball producing a larger revenue. In marketing, it is used to describe the positive impact of combining several marketing services that reinforce each other’s message.

There is no single answer to how many times your message must appear before someone decides to buy your product/service. Some people follow the rule of seven, which suggests that consumers need to be exposed to a message seven times before purchase.

A graphic showing two individuals contemplating which media to use.

However, every company is different. The best way to find out for your organisation is through testing.

The psychology of communication suggests that consumers go through three stages when considering a purchase: curiosity, recognition, and decision.

You need to find the right mix of media, message, and frequency to move your customers through these stages. This is where the multiplier effect comes in.

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Understanding and effectively harnessing the multiplier effect can make or break a marketing campaign. Think about a recent cross-channel advertising campaign which was really successful and explain why below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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