Integrated Communication

6	Brand Equity and Integrated Communication

Kevin Lane KellerStanford University

INTRODUCTION

In the past few decades, a number of alternative media and promotion options have emerged by which marketers can communicate to consumers. A modern marketing communications program might consist of television, radio, magazine, and newspaper advertising; consumer and trade promotions; direct response, point-of-purchase, sponsorship, and public relation activities; as well as a number of other nontraditional media. Although these options provide much flexibility in targeting customers and communicating messages, they also differ on a number of dimensions, making it difficult for managers to appreciate how they can and should be used when developing ...