What impact does media saturation of a brand have on direct product sales and brand loyalty? Has the convergence of media affected brand saturation?

My beleif is that media saturation will not have that much of an impact on direct product sales or brand loyalty because today's definition of media itself is changing constanlty to add newer mediums. And there are multifarous ways to promote any brand depending upon which category it is in. Also Brand loyalty today is driven more by the satisfaction levels of its consumers. for eg. i am a hard core beleiver in Samsung products because i am absolutely convinced of its quality, design and pricing. Hence i am loyal to the brand irrespective of any media saturation.

And no i dont think convergence of media has had an effect on brand saturation instead i feel it has increased a brands visibility at a low cost. I draw upon the example of Google that dayanand had mentioned and use it in say Starbucks. I could have a tie-up with starbucks and open an e-counter on google website wherein u place an order anywhere in the world and a starbucks coffee would be delivered to you from the nearest outlet to your location.

Imagine the immense potential for starbucks in this deal and they could themselves project this at all their outlets with a simple saying like "Starbucks now on Google too". As a member of google's team i wouldnt be spending much at all on this kind of promotion. In fact it is a win-win situation for all. Hence convergence has only increased the non-traditional methods of advertising for a brand and leads to so many immense permutations that can be worked out.