The path to brand harmony

Discusses the difficulties companies have in implementing integrated marketing communications and achieving media neutrality.

The path to brand harmony

John Wolfe

Creating and launching a successful integrated marketing campaign is never easy – even under the best circumstances. It's not like assembling a jigsaw puzzle, because puzzle pieces are at least somewhat similar in size, shape, and color. The elements of an integrated marketing process can vary widely. And they are drawn from several disciplines, such as media advertising, sales promotion, in-store advertising, interactive, branded entertainment, public relations, direct marketing, event marketing, and mobile marketing. It's enough to make the most hardened marketer's head spin.

“They're all struggling with it,” says Don Schultz, professor...

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