By synchronizing online and offline creative and using the print ad to include multiple URLs, integration will lead to the additive effect of increased awareness and recall.

Clinique’s print advertisement and online destination are obviously part of an integrated campaign. The "Get Your Happy" campaign is the headline to the print ad and the name of the URL. It is also the theme of both the ad that includes a call to action for its web channel partner and the website that has a "happy quiz," music and games to support the association.

Print ad

Effective matching online ad

Land Rover has visual and tone integration as well as a direct replication of the imagery for both print and online, but it missed the destination mark by not including a URL that takes the reader directly to the product landing page. Again, a home page URL is used in the print ad that forces the consumer to think about why they got there, makes them take at least one more step to find their product and increases the chance that you won’t find them at the dealer.

Where's the URL?