Integrated Communication

12	Integrated Marketing Communication in a Public Service Context: The Indiana Middle Grades Reading Program

Diana L. HaytkoUniversity of Wisconsin–Madison

Most advertising practitioners would agree that the buzzword for the 1990s is “integrated marketing,” also referred to as “the new advertising.” There have been several definitions for this not-so-new concept, but primarily the concept’s main focus is away from the use of traditional media vehicles as independent entities and toward a new synergy of all media voices in creating a coordinated communications effort.

Past integrated marketing campaigns have been primarily conducted in the for-profit sector, most often for consumer packaged goods companies, but also for service businesses. ...