1. Integrated communications makestotal sense. If you were going to attempt to influence a
potential buyer to purchase and use your product, woul n't you use every means of
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persuasive communications at your disposal to influence the purchasing decision? Of
course, you would.
You would use product design, packaging, point-of-purchase, counter-cards, posters, direct
mail and/or direct response methods, paid broadcast or print advert sing, special events,
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publicity, news conferences, give-aways, kiddie-clubs, CD ROM's, the Internet . . . if you
could conceive it, and could afford it, you would do it.
The power of this total communications process is inestimable. What occurs is a synergistic
effort that is larger in its scope and influence than anything any single one the three
marketing mix disciplines can achieve on its own, or even in partnership with one o