Managing Media and Advertising Change with Integrated Marketing

Bobby J. Calder and Edward C. Malthouse

Journal of Advertising Research, 2006, vol. 45, issue 04, pages 356-361

Abstract: This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.

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