And by leveraging their merits seeding an idea in blogs and traditional media, driving participants to a social media platform for action and viral distribution, and then leveraging the power of search the aggregate far exceeds the sum of each of the parts and the result is exponential media coverage, awareness and overall word-of-mouth.

FORBES: CMOs Must Ask Whether Campaigns Triangulate

While the income effects sum to zero, the substitution effects aggregate.

WSJ: Arthur B. Laffer: Unemployment Benefits Aren't Stimulus

It had an aggregate score of 229 - not precisely the sum of the three percentages, because of rounding - ranking it 35th out of 47 schools locally in the conventional league tables.

BBC: School 'value' shock is in store

According to the consulting firm, by the end of March this year, the aggregate indebtedness of the UK - that's the sum of household debts, company debts, government debts and bank debts - had risen to 492% of GDP, or almost five times the value of everything we produce in a single year.

BBC: UK's debts 'biggest in the world'

Because of the way the aggregate is calculated it is not necessarily exactly the same as the sum of the three test results.

BBC: NEWS | UK | Education | Guide to the primary school tables