Integrated marketing communications starts with print plus television

Date of publication: June 15, 1997

Author: Alan Smith


This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special reference to the integration of print and television advertising. Some recent relevant research results are discussed, and the main implications of this work with respect to the design of print research studies are considered.

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