Managing media and advertising change with integrated marketing

Bobby J. Calder*, Edward C. Malthouse

*Corresponding author for this work

Research output: Contribution to journalReview article

47 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)356-361
Number of pages6
JournalJournal of Advertising Research
Volume45
Issue number4
DOIs
StatePublished - Dec 1 2005

ASJC Scopus subject areas

  • Communication
  • Marketing

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