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What we know about integrating media

This article provides marketers with information and guidance on integrating media.
  • Media consumption
  • Channel planning, media mix selection
  • Integration strategy
  • Paid, owned, earned integration

Key topics in this paper include:

  • The evolution of 'integration', including how digital can best be deployed within the marketing mix.

  • Models of integration, including the four main approaches to integrated campaigns.

  • Paid, owned, earned, including the different...

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