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media multiplier or halo effect

 which can help increase 

the response rates from other online media. For example, if a web user has been exposed to 

banner ads, this may increase their response to paid search ads and may also increase their 

likelihood of converting on a site since brand awareness and trust may be higher.

This effect is suggested by research reported by MAD (2007) in the travel market which 

involved asking respondents what their response to an online ad that appealed to them would 

be. Surely it would be a click? In fact, the results broke down as follows: