In the autumn of 1991 we conducted, through matched area samples and covering both weekly magazines and television, the biggest ever controlled advertising experiment in Sweden. Using 2,6 telephone interviews and 1,3 home interviews we evaluated the effectiveness of 6 actual campaigns. The conclusions we reached were as follows: - The creative content is decisive for the effects in weeklies and on TV - Synergistic effects of weeklies and TV are foremost depending on the creative content too - Through advertising in weekly magazines and TV you will reach a larger part of the target group than through weeklies alone or TV alone - The weekly advertisements have given obvious contributions to the TV advertisements - The TV advertisements have not given that obvious contributions to the weekly advertisements - Synergistic effects through weekly magazines and TV are often to be found in several different communication areas. E.g. message transmission, learning and image are more strengthened through TV and weeklies than through weeklies alone or TV alone - Synergistic effects through weeklies and TV have been indicated by increase in buying intentions as well as a higher purchase-rate - Effects from TV-advertising grow fast, but also decrease rather fast over time - Effects from advertisements in weekly magazines don't grow that fast. Responses and attitudes first grow and than decrease over time but actual buying doesn't seem to decrease as fast over time as other effects or as fast as the effects from TV advertisements.