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Managing Media and Advertising Change with Integrated Marketing

Published online by Cambridge University Press:  06 March 2006

BOBBY J. CALDER  and
EDWARD C. MALTHOUSE
BOBBY J. CALDER
Affiliation:
Kellogg School of Management and Medill School of Journalism, [email protected]
EDWARD C. MALTHOUSE
Affiliation:
Medill School of Journalism, [email protected]
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Abstract

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 4 , December 2005 , pp. 356 - 361
Copyright
© Copyright © 1960-2005, The ARF

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References

REFERENCES

Calder, Bobby J., and Edward C. Malthouse. “What is Integrated Marketing?” In Kellogg on Integrated Marketing, Dawn Iacobucci, and Bobby J. Calder, eds. Hoboken, NJ: John Wiley & Sons, Inc., 2003.
Calder, Bobby J., and Edward C. Malthouse. “Qualitative Media Measures: Newspaper Experiences.” International Journal on Media Management 6, 1&2 (2004a): 124–31.Google Scholar
Calder, Bobby J., and Edward C. Malthouse. “Qualitative Effect of Media on Advertising Effectiveness.” Proceedings of the ESOMAR/ARF Worldwide Audience Measurement Conference, Geneva, June, 2004b.
Calder, Bobby J., and Edward C. Malthouse. “Experiential Engagement with Online Content Web Sites and the Impact of Cross-Media Usage.” Proceedings of the 12th Worldwide Readership Research Symposium, Prague, 2005.
Deighton, J., D. Romer, and J. McQueen. “Using Drama to Persuade.” Journal of Consumer Research 16, 3 (1989): 335–43.Google Scholar
Humby, Clive, Terry Hunt, and Tim Phillips. Scoring Points. London: Kogan Page, 2003.
Malthouse, Edward C., and Bobby J. Calder. “CRM and Relationship Branding.” In Kellogg on Branding, Alice Tybout, and Tim Calkins, eds. Hoboken, NJ: John Wiley & Sons, Inc., 2005.
Malthouse, Edward C., and Bobby J. Calder. “Qualitative Effects of Magazines on Advertising Effectiveness.” Journal of Advertising (2006, conditionally accepted).Google Scholar
Malthouse, Edward C., Bobby J. Calder, and Wayne Eddy. “Conceptualizing and Measuring Magazine Experiences and Readership.” Proceedings of the 11th Worldwide Readership Research Symposium, Boston, Massachusetts, October, 2003.
Wang, Jing, and Bobby J. Calder. “Media Transportation and Advertising,” Journal of Consumer Research (2006, forthcoming).Google Scholar