The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
Jeshleen Lata's insight:
This article by Steve McKee was a great article about understanding integration. The article shows how integration is used in today’s environment. Article shows how integration is been used by advertisements through television networks, radio stations, print titles, and outdoor billaboards and they all are competing for attention. Consumers are becoming more and more fragmented due to over exposure of messages from advertising which can cause problems. The article used an example of Coke how it used integration for years and Pepsi fell to NO.3 but Pepsi came across with better research and improved their product. By understanding how IMC works business can make their businesses profitable for long term. Implementing effective IMC can help business move upward in market. IMC takes time to integrate the messages from different ways that the company tries to deliver. For a company to choose a channel to deliver their message they need to understand their consumers which channel delivers their messages to their consumers in the way they want.
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