Chapter 5Integrating Different Types of Shows

Every marketer today knows the power of integrated communications. Even one-way, top-down, marketing tools like TV ads, print ads, PR, and sales promotion are more effective when they are coordinated and integrated into a single message. Now imagine what happens when you hitch the engine of integration to show business!

Victoria's Secret will give you an idea of how spectacular integrated show business can be.

The Victoria's Secret Show

The retail clothing industry has been led into show business by the satin strap of a bra, by Victoria's Secret. The company, with $12.4 billion in sales, has a 15 percent share of the intimate apparel market, over 900 stores, a well-established catalog, and that ...

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