Stefan Schmitz, head of advertising agency MBS, recently published a professional article in the IHK magazine „Wirtschaft in Mittelfranken“ (WiM). In the article, he explains what makes a cross-media campaign successful: advertising messages must be creative and are to reach the defined target audience with as little scatter loss as possible. In theory, this sounds plausible – but what does the optimal communication strategy look like in practice? The name of the game is „cross media marketing“. Single actions and channels (offline and online) have to be coordinated with each other in a way to reach not only various, but also as many customers as possible.