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Business book: the ultimate resource. Integrating
advertising with other campaigns. Entities
must support each other. Many
companies do not understand how these entities work together. Integration
can save money and make better use of a budget. The
sum is greater than the parts. Integration
campaigns. Advertising,
direct marketing, telemarketing, press information, relationship marketing,
sales support, publications. Remember
these support each other. Advertising: Raising
awareness, explaining, generating, offers, incentives,follow-up, maintain
contact, differentiate offers and products, supplement, viable alternatives,
other media, frequency, reinforcing. Telemarketing:. Directing
sales, maintaining contracts, existing relationships, generating leads,
following up, winning back customers, intermediaries, market research,. Press
information:. Sponsorship,sells
support, different market sectors, product sales guides to improve product
knowledge. Education of the sales department, competitor profiles. Relationship
marketing, maintaining of, increased account control, loyalty improvement. Publications:. Reinforcing
of . Common
mistakes:. Trying
to integrate campaigns through separate agencies. Defining
integrated marketing too narrowly, Failing
to use data to plan and control campaigns. End
of data. |
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