Which statement reflects the impact of cross-channel synergy on budgets?

• A. Ignor­ing cross-channel effects leads to wastful spending
• B. A cross-channel synergy that exceeds the sum of individual effects would prompt budget adjustments to capitalize on cross-channel benefits
• C. Cross-channel synergy cannot be measured
• D. Cross-channel synergy reduces budget efficiency

Answer: (C)

Cross-channel synergy describes how multiple channels work together to produce a combined effect that’s different from (often greater than) the sum of their individual effects. This is important for budgeting because it means you shouldn’t treat each channel in isolation; the joint impact can justify shifting resources toward channels and tactics that amplify one another. You can quantify this synergy through measurement approaches like experiments, controlled tests, or marketing mix models to see if the joint lift actually exceeds the sum of the separate lifts. When that positive synergy exists, adjusting budgets to capitalize on those interactions makes sense to maximize overall impact. Conversely, ignoring these interactions tends to waste money, since allocations won’t reflect how channels boost each other. It’s not accurate to say cross-channel synergy cannot be measured, and synergy doesn’t inherently reduce efficiency—proper measurement and allocation can improve efficiency by delivering more results per dollar spent.