Outline (Features of Good Integration)

by John Deighton
Integration--the natural condition, the
simple and obvious way of doing things.
Unintegrated communication--due to
intensely specialized org structure
(bureaucratization) with broad interests.
Specialization--enemy of integration
THE CASE for CASES
*Brilliant advertising exponentsgreat
storytellers
*many problems solved due to skillfully
integrated campaign
*solutionestablish integration as a
matter of culture (understanding and
valuing integration:1. What an integrated
product is, 2. What it can accomplish)
The Tylenol Poisoning Recovery
*1982Tylenol capsules were
contaminated with cyanide (7 people
died)
*recovered within 4 months due to
ingenious integration of advertising,
public relations, couponing, sampling,
trade promotion, and channel
management.
*return of customers confidence and
trust (marketing tools were employed in
a particular sequence or pattern
Evolution of consumer attitudes
1. Habit1982; brand image
trust and potency
2. Turmoilcontamination news
outbreak; Tylenol products were
off the shelves of Chicago (vs.
Johnson & Johnson); capsule
recalls. Responseincreased

brand visibility (highinvolvement, personalized

corporate presence)
3. Reinterpretation
issue:behavioral. Exchange
capsules for tablet forms:
increased visibility of senior
management
4. Preannouncementnew
packaging plan
5. Trialsampling, couponing, &
repeat purchase
6. Restoration of Confidence
repeat purchase
7. Habittrust and potency
SummaryTylenol recoverydiverse but
integrated comm tools: advertising, PR,
press announcements, public forum
appearances, trade promos, consumer
couponing, teleconferencing. Target:
product users, retailers, doctors and the
press.
PROGRAMtwo databases:1. Registered
eye-care professsionals 2. Contact lens
wearers
FOUR FEATURES OF INTEGRATIONS
*MULTIPLE TOOLStradt comm tools
reinforced each other.
*MULTIPLE AUDIENCES:
*MULTIPLE STAGES
*COORDINATION MECHANISM
INTEGRATION(process) harmonious
cooperation of bureaucratic specialties
--(specialists) copywriters,
art directors, media planners, database,
technicians, and event mrktng designers
--(management
specialties) sales force maagers, sales
promo managers, advertsing managers
and brand managers