Integrated Communication

9	Integrated Marketing Communication: An Organizational Perspective

David PrenskyTrenton State CollegeJohn A. McCartyAmerican UniversityJames LucasFrankel and Company

The fields of marketing and advertising will experience some very dramatic changes in the 1990s. To a great extent, these changes relate to a shift in emphasis from mass media advertising to other forms of marketing communications, such as sales promotions, event marketing, and direct marketing. Although these other promotional activities have been a part of marketing for some time, their use has increased dramatically in recent years. Furthermore, in the past, the strategy and execution of these promotional efforts were generally considered separately from the mass media advertising ...