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 of them. Integrated marketing offers the best opportunity for this.