For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
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This article is simple, it concentrates on the the power of ideas; integration across all media, it also expresses the value of being able to integrate across all mediums and different forms of the marketing communication mix. Nike snickers and fosters have created very strong integrated campaigns.
Successful marketers today are reaching more and more customers directly, on a personal level, than ever before, nike snickers and fosters.
This basically hi lights the relevance of having a close relationship to the consumer, from the brand. The closer this is, the stronger the customers brand loyalty will be.
The article shows how to integrate across a large number of mediums.
I personally believe that their is no way near enough face to face integration with marketers creating brand awareness and integrating with the consumer, there is a strong focus on using mediums such as online, tv, newspapers and billboards. This has its reasons, as it is more timely, cheaper, relatively consistent. If consumers are reached face to face, i know myself as a consumer having a direct face to face will persuade me more to purchase a product and, because of this i am more like to re purchase the same product or service.