Conducting the Orchestra

Antony Young

Chapter Chapter 7 in Brand Media Strategy, 2014, pp 101-114 from Palgrave Macmillan

Abstract: Abstract One of the toughest acts to pull off in marketing is integration. It’s the ultimate goal for all campaigns, because it’s critical to ensuring a more complete consumer experience. But integration is hard to achieve. In a survey of marketers by the Association of National Advertisers, only 25 percent of advertisers report that they are doing integrated marketing “very well” or “excellent.”1

Keywords: Creative Idea; Marketing Communication; Touch Point; Agency Partner; Agency Team (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_8

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DOI: 10.1057/9781137447715_8

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