Integrated marketing: Watch out advertising--here comes PR
BY David Brown
While advertising traditionalists have been slapping themselves on the back at awards ceremonies honoring their slick television commercials and clever taglines, the world of marketing has been quietly moving forward with some non-traditional approaches.
Cost-effective strategies such as public relations, third-party endorsements, sports and events promotion, community relations, word-of-mouth recognition, e-marketing, media relations, direct mail, and Web-enhanced "buzz" are increasingly commanding larger shares of the marketing budget.
Companies that would prefer to hear the ring of the cash register to the applause of assembled creative directors (although, of course, these need not be unharmonious sounds), are recognizing the essential benefits of integrated marketing and that advertising is not necessarily the only driving force behind a successful program.
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