When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as
A. Endurance
B. Synergy
C. Pipeline effect
D. Salience
E. Slippage
Answer: B -When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as synergy. When planned and implemented well, multiple communication tools can produce greater results than tools used individually or in uncoordinated ways. For instance, television advertisements and promotional events may produce modest results individually. However, once they are combined, these methods produce greater results in brand awareness and sales than the sum of each method used without coordination.