Bronner, F. (2006). Multimediasynergie in reclamecampagnes. Amsterdam: SWOCC. Publicatie nr. 38.

Abstract: A framework for explaining multimedia synergy is presented. The multimedia effect is decomposed in a variety of ‘sub-effects’. 10 rules of thumb are presented to use in the practice of multimedia planning.
Keywords: multimedia synergy, multimedia planning

Link: http://www.swocc.nl/publicatie/multimediasyner_1/