From 360° communication to integrated marketing communication

Laurent Florès

Chapter Chapter 7 in How to Measure Digital Marketing, 2014, pp 193-217 from Palgrave Macmillan

Abstract: Abstract Brand communication is becoming more and more difficult, with the fragmentation of media, shrinking advertising budgets, and increasingly “ad zapping,” “mediavore” consumers (those with a voracious appetite for any form of media).

Keywords: Contact Point; Communication Plan; Direct Marketing; Brand Communication; Brand Experience (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_7

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DOI: 10.1057/9781137340696_7

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