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Integrated Communication and Measurement: The Case for Multiple Measures |
Allan L. BaldingerAdvertising Research Foundation
DEFINITION OF INTEGRATED COMMUNICATION
Caywood, Schultz, and Wang (1991), in their study of integrated communications, defined integrated communication as follows:
A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines, example, General Advertising, Direct Response, Sales Promotion and Public Relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact. This definition includes four basic types of communication: advertising, sales promotion, direct ...
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