PT  - JOURNAL ARTICLE
AU  - Bobby J. Calder
AU  - Edward C. Malthouse
TI  - Managing Media and Advertising Change with Integrated Marketing
AID  - 10.1017/S0021849905050427
DP  - 2005 Dec 01
TA  - Journal of Advertising Research
PG  - 356--361
VI  - 45
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/45/4/356.short
4100  - http://www.journalofadvertisingresearch.com/content/45/4/356.full
SO  - J Advert Res2005 Dec 01; 45
AB  - 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.