Different media channels can play very different, complementary roles, working together to achieve sales.
The image here illustrates how media can be combined effectively. The outer 'brand development' channels create a cloud of positive predisposition around the brand, making people more responsive to the inner 'activation' channels. For example, TV creates interest in the brand, making people click on the ad that appears when they search for the category, and this takes them straight to the brand’s website.
Check out 'The Smart Marketing Book' for further details.