Managing Media and Advertising Change with Integrated Marketing

Bobby J. Calder and Edward C. Malthouse

This article defines the integrated marketing process and shows how it can be used to improve advertising.

Managing Media and Advertising Change with Integrated Marketing

Bobby J. Calder Kellogg School of Management, Medill School of Journalism

Edward C. Malthouse Medill School of Journalism

INTRODUCTION

The World Of Media and advertising is changing. A dominant trend is the movement away from assuming that media exposure equals advertising effectiveness to considering the role of media engagement on effectiveness. Other developments include the increased use of digital video recorders (DVRs), media fragmentation, new media, expanding advertising clutter, and so on. Marketing has struggled to keep up with these changes. It needs to be less reactive and move out-in-front...

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