Should You Test Different Messages on Different Media?

Some advertisers think that if they’re using radio, print or TV at the same time, they should use a different message on each to determine which medium works.  

Yep, I get the theory, but here’s the problem… You’re actually measuring the strength of the message; not the media.  

And, three different messages is a surefire way to confuse your customer and dilute each message.  

Sure, mix your media if you have more than a hundred thousand dollars to invest; but don’t mix your message.   

By Sonya Winterbotham, Wizard of Ads Australia