Integrated marketing involves multi-channels to target the customer rather than relying on one or two channels to do the job which is what traditional advertising relies on. Another difference is that integrated marketing campaigns involve a mix of what is commonly known as above and below the line marketing to include a combination of TV, magazines, newspapers, radio, outdoor/ambient, PR, direct marketing, online, sales promotion (to name a few). Traditional advertising is all above the line - TV, magazines, newspapers and radio.
1. With media so fragmentated, it's becoming more difficult to reach the target market and there is now a need to spread your campaigns over many media in order to achieve a high reach and frequency.
2. Cost. Integrated campaigns can be more cost effective for the ROI they generate. Traditional advertising is costly - as TV viewership is declining the networks are increasing TV spot prices. The same goes with newspapers and magazines. Below the line advertising can be cost effective and often generate a higher ROI and response so a blended approach (integrated campaign) is the best way to go.
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