From the Editor: Inside integration

Colin Grimshaw

Logic would suggest that the more channels you use and the better integrated they are, the more successful the campaign.

From the Editor: Inside integration

Colin Grimshaw

Media fragmentation, the simultaneous consumption of different media and consumer mobility, now necessitate the planning of schedules around a widening array of channels – above and below the line, direct and indirect, digital and analogue. So, logic dictates that the more channels you use and the better integrated they are, the more chance of reaching those elusive eyeballs, and the more successful the campaign. Doesn't it?

Well, the answer seems to be a somewhat ambiguous yes. Les Binet and Peter Field, in their celebrated work, Marketing in the Era of...

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