Leveraging News and Advertising to Introduce New Brands on the Web
Anca Cristina MicuSacred Heart University
Esther ThorsonMissouri School of Journalism
The idea of integrated marketing communications (IMC) quickly won over brand managers, as...
Leveraging News and Advertising to Introduce New Brands on the Web
Previous studies using the integrated marketing communications framework have examined the increased effectiveness of combining either multiple media or different tactics when promoting a brand.
