Media Cultures - Regarding - Question (Part 2)

Deciding on question 5 as my research, here is the question once more.

Explore a variety of media used within the context of branding or transmedia storytelling. Does variety dilute the effectiveness of an advertising campaign or story?

In bold are the keywords or focus of the question.

From my understanding:

Variety of media, is essentially platforms of delivering to the masses. Advertisement, Mail, Newspaper and more. It encompasses both digital and physical forms of mass media.

A Brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Branding is the process of giving a meaning to specific products by creating and shaping a brand in consumers’ minds. It is a strategy to help people to quickly identify products and organization, and give them a reason to choose their products over the competition’s.

Transmedia Storytelling is to tell a story across multiple media and preferably, with the collaboration, interaction or participation of the audience.

With all this in mind, does the use of various media platforms weaken an advertising campaign or story?

My hypothesis for this would be, no, or more aptly put, it depends. Personally the use of various media platforms would likely enhance the campaign or story, in the right place.

So the plan for research would be to:

1. Research the effectiveness of media platforms
2. Locate cases of successful or failed campaigns and stories.  
3. Find solutions and theories to improve

References
 

1. Andrivet, M. (2015). What Is Branding?. [online] The Branding Journal. Available at: http://www.thebrandingjournal.com/2015/10/what-is-branding-definition/ [Accessed 20 Jun. 2017]. 
2. Kotler, P. and Keller, K. (2014). Marketing management. 15th ed. Minneapolis: Pearson Education, Inc.
3. Pratten, R. (2015). Getting started with transmedia storytelling. 2nd ed. CreateSpace Independent Publishing Platform.
4. Pratten, R. and Ossikine, A. (2010). Types of Transmedia – Transmedia Storyteller. [online] Tstoryteller.com. Available at: http://www.tstoryteller.com/types-of-transmedia [Accessed 20 Jun. 2017].