One advertising agency's client wanted to use only television commercials, primarily because the client thought it would impress its customers and business colleagues

The advertiser's agency is having a difficult time convincing the client to use a media mix, not just television. Explain why it's better to use a media mix than to rely on just one medium.

Using a number of media offers several advantages. A media mix distributes the message more widely because different media tend to have different audiences. Some people even reject certain media, and others are more believable to some consumers. Different media also have different strengths in terms of reach and frequency. Finally, a synergistic effect can be achieved between the messages delivered in different media.