Professional Documents
Culture Documents
19
Designing and
Managing Integrated
Marketing
Communications
https://www.youtube.com/watch?v=XzFgoTTe6k4
Copyright © 2016 Pearson Education Ltd. 19-3
Marketing Communications Mix
https://www.youtube.com/watch?v=Cbw8oY-Oy8c
https://www.youtube.com/watch?v=K69chHMtrs4&t=53s
Copyright © 2016 Pearson Education Ltd. 19-16
Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals
Coverage Contribution
Cost Commonality
Conformability Complementarity