Integrated Marketing Communications¶
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated Marketing Communications: Pulling It Together & Making It Work. NTC Business Books.
Cited by¶
1 citation across 1 artifact.
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Mechanisms¶
- Integrated Campaign
- … made, cannot — because behavior change usually needs awareness, a cue at the decision point, and reinforcement afterward, and no one channel supplies all three. Integrated marketing communications is the discipline that formalizes this — planning channels as one reinforcing system rather than separate campaigns.
This sourceFrames integrated marketing communications as synchronizing multiple channels into one coordinated strategy and unified message.
- … made, cannot — because behavior change usually needs awareness, a cue at the decision point, and reinforcement afterward, and no one channel supplies all three. Integrated marketing communications is the discipline that formalizes this — planning channels as one reinforcing system rather than separate campaigns.
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