Definition of Integrated Marketing Communications - Literature review Example

You can fool all the people all of the time, if the advertising is right and the budget “You can fool all the people all of the time, if the advertising is right and the budget is big enough.” Joseph E. Levine, 2006, (Hollywood Producer, quoted in the Daily Express). In the following pages we will discuss the merits and demerits of this statement. To do so, let us first try to understand what Advertising or Marketing refers to and how it works. The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” [http://www.marketingpower.com/mg-dictionary-view1569.php] This is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. In other words, the goal of IMC is to create a single message in all elemenst of a marketing camapign. A successful integrated marketing communications plan will customize what ever is needed based on time , results and budget to recah the desired target. There have been many shifts in the advertising and media industry that have caused IMC to develop into a primary strategy for most advertisers. The major reasons are : 1.From media advertising to multiple forms of communication (including promotions, product placements, mailers...) 2. From mass media to more specialized media, which are centered around specific target audiences. 3. From a manufacturer-dominated market to a retailer-dominated market. The market control has transfered into the consumer's hands. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability. Agencies now play a larger role in advertising than ever before. 6. From traditional compensation to performance-based compensation. This encourages people to do better because they are rewarded for the increase in sales or benefits they cause to the company. 7. From limited Internet access to widespread Internet availability. This means that people can not only have access to what they want 24/7 but that advertisers can also target different people 24 hours a day. Most marketers think the goal of each medium such as television, print, radio etc is different. For example, television ads are generally used for awareness generation, print to educate, and outdoor and radio to keep the message “in the minds” of people. In reality, the goal of all advertising, including packaging, is to sell. (Young, 2006) The biggest difficulty faced by IMC marketers is “Even though the different elements in a campaign are designed to work together, that does not mean that all the creative executions will work equally well.” (Young, 2006) This obstacle can be overcome by using advertising to identify the images and messages that will work best across media platforms. The goal of researching the elements of proposed integrated marketing communications is to create a campaign that is effective across media platforms. Although integrated marketing communications is more than just the ad campaign, the bulk of marketing dollars is spent on the creation and distribution of the advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Many models or theories have been given on marketing but the one based on communication was given by Duncan and Moriarty.in 1998. The authors proposed a communication-based model of relationship marketing and explained that the communication (rather than persuasion) is the foundation of the "new" customer-focused marketing efforts. Although communication always has been a critical element in marketing, they showed how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines.(Duncan and Moriarty,1998) ADVERTISING: Advertising is paid and/or sometimes free communication through a medium in which the sponsor is identified and the message is controlled. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, and billboards. Advertising clients are predominantly, but not exclusively, for-profit corporations seeking to increase demand for their products or services. Some organisations that frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, government for general awareness for particular topic or issue, religion-supporting organisations, and militaries looking for new recruits Advertising has been characterised as impersonal, (ads are not addressed to the individual) and one-way, (response is through another communication channel). It has been used in marketing communication because its reach is broader than other methods The added value of advertising is the awareness that it causes, it becomes the source of creative ideas, it provides information, and it defines where the product is positioned in the market. The major advantahes of mass advertising are : Cost-effectiveness – it is able to reach a large audience Control – since there is only one camapign , the control is better. But is is not without any limitations. One of the main disadvantage is the One-way communication. Since there is no particular way of getting feedback, its impact is known after many days. There are three goals of advertising. These goals are to: Inform, Persuade, and Remind. The major media types for advertising are: Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor (billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model (Strong, 1925): Get Attention, Hold Interest, Arouse Desire, and then Obtain Action. The AIDA model guides organisations by reminding them that any successful promotional technique must eventually lead to an action, or the purchase of the product or service. The AIDA sequence was first published by Strong (1925), who himself attributed the model to St Elmo Lewis (late 19th century). Caples’ Principles (Caples, 1932) are one of the most talked about for communicating an advertising message. He came up with a list of steps to consider based on the "results of hundreds of advertising tests . As per him the order to be followed was: Get attention Hold attention Create desire Make it believable Prove it’s a bargain Make it easy to buy Give a reason to buy now The conventional view of advertising - the Strong Theory - which is universally believed in the United States, sees advertising as a dynamic force operating as an engine for brand innovation and other types of change in the market-place. In contrast, there is the theory developed over the years with increasing persuasiveness by Andrew Ehrenberg of the London Business School, that sees advertising as a weak force, one that cannot act as a prime mover in the capitalist system and is used by most advertisers as a means of protecting the status quo. Since Strong theory has been popularly believed to be working under all circumstances, advertising has been associated too much with over-promise and under-delivery. (Jones, 1990) The main model of “persuasion” models has long been AIDA. This says that advertising first develops Attention, then Interest, then Desire, then Action (the purchase). But this hierarchical view has been increasingly rejected over many years (McDonald, 1992), although it continues to be referred as almost the only persuasion model. It has not been denounced in any very specific way. But no evidence has ever been put forward that potential customers feel any strong “Desire” for the brand before they take “Action”. Moreover, there is nothing in the AIDA model to account for what occurs after that first purchase, such as post-purchase reinforcement. Yet most advertising for an established brand takes place after the brand has already been bought. That is also when consumers mostly note advertisements. Such persuasion models fail to take into account that most consumers are highly experienced with the products and brands which they buy. Instead, AIDA treats each purchase as a new seduction: first chatting up a cold prospect, then arousal, and finally closing the sale (Action!). AIDA does not take into account competition, although many practitioners regard that as the main, if not the only, reason for advertising established brands. One variation of this is called the DAGMAR model (Colley, 1961) (Defining Advertising Goals for Measured Advertising Results), which begins with awareness, moves to comprehension, then conviction, and ends with action. This model allows for the cumulative impact of advertisements and also maps out the states of mind consumers pass through: 1. From unawareness to awareness; 2. to comprehension; 3. to conviction; 4. to action. Another variation is the think-feel-do model of message effects, which presumes that we approach a purchase situation using a sequence of responses. In other words, we think about something, then we form an opinion or attitude about it -- feel, and finally we take action and try it or buy it -- do. This model identifies three categories of effects called cognition (mental or rational), affection (emotional), and behavior (decision or action). The think-feel-do model is also called the high-involvement model because it depicts a series of standard responses typically found in consumers who are active participants in the process of gathering information and making a decision; they are active thinkers. This standard hierarchy is likely to be found with product categories and situations where there is a need for information, such as high-priced or major purchases, or where there is a lot of product differentiation, as in industrial products and consumer durables. This type of advertising usually provides many product details and is very informative. Another model called the Lavidge and Steiner model (Lavidge, Steiner, 1961) talks about the hierarchical sequence of events on six levels: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase These steps divide behavior into three dimensions: cognitive (the first two), affective (the second two) and motivational (the third two). Although this differs from the ‘DAGMAR’ model in the number and nature of stages, there is agreement that purchase is the result of the persuasion elements, making the assumption between changes in knowledge and attitude towards a product and changes in buying behavior there is a predictable outcome. Thus we can easily see that persuasion is not the key to any advertising success. Ads do not appear able to “persuade” the indifferent or ill-disposed, or to convert the unbeliever. There is little (or no) systematic evidence to that effect – at best some tenuous isolated cases. Nor do ads succeed in making substitutable “lookalikes” look vastly different to the experienced consumer, even when the ads deliberately set out to do so. In practice, direct competition means that competitive brands usually strive to match each other and be substitutable (despite much talk to the contrary). Another view comes from the Dissonance theory, which shows a two-way relationship, with behavior influencing attitudes as well as attitudes influencing behavior. After making a decision to purchase, the prospect will be involved in cognitive dissonance and will actively seek information to reinforce the decision, focusing on attractive features and ‘filtering out’ unfavourable data. The major implication of this is that advertising for existing brands in the repeat purchase market should be aimed at existing users to reassure them in the continuation of the buying habit at the expense of the competition. Dr. Festinger's original theory of cognitive dissonance has an essential theme that has been picked up by the advertising community - dissonance nearly always exists after an individual makes a decision involving two or more alternatives. (Festinger 1957) (Winsor and Hesperich, 2001) Unique selling proposition or the USP concept was developed by Rosser Reeves 1961 who reported the principles his agency had adopted for 30 years. This states that the consumer remembers one key element of an advertisement - a strong claim or concept. This proposition must be one that the competition does not offer, which will be recalled by the consumer and will result in purchase at the appropriate time.(Reeves,1961) The brand image concept (Ogilvy, 1983) focused on non-verbal methods of communication to invest a brand with agreeable connotations aside from its actual properties in use, such as prestige and quality. Then (Corkindale and Kennedy, 1976 ) found that by systematically setting and evaluating objectives one could accomplish a lot. They used five key words to summarize the elements of setting advertising objectives: WHAT , WHY, WHO HOW and WHEN . These were the important theories which were given in the history of advertising. But the fact remains that whatever model we choose to work with, we still have to consider two important components i.e. Advertisement and the Budget. Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand.  To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketer’s offerings.  Message About Product – Details about the product play a prominent role in advertising for new and existing products.  Advertising can be used to inform customers of changes that take place in existing products.  Message About Price – Companies that regularly engage in price adjustments, such as running short term sales (i.e., price markdown), can use advertising to let the market know of price reductions.  Alternatively, advertising can be used to encourage customers to purchase now before a scheduled price increase takes place. Message About Other Promotions – Advertising often works hand-in-hand with other promotional mix items.  For instance, special sales promotions, such as contests, may be announced within an advertisement.  Also, advertising can help salespeople gain access to new accounts if the advertising precedes the salesperson’s attempt to gain an appointment with a prospective buyer.  This may be especially effective for a company entering a new market where advertising may help reduce the uncertainty a buyer has about a new company. Message About Distribution – Within distribution channels, advertising can help expand channel options for a marketer by making distributors aware of the marketer’s offerings.  Also, advertising can be used to let customers know locations where a product can be purchased. Setting the Advertising Budget : Setting an advertising objective is easy, but achieving the objective requires a well-thought out strategy.  One key factor affecting the strategy used to achieve advertising objectives is how much money an organization has to spend.  The funds designated for advertising make up the advertising budget and it reflects the amount an organization is willing to commit to achieve its advertising objectives. Organizations use several methods for determining advertising budgets including: Percentage of Sales – Under this approach advertising spending is set based on either a percentage of previous sales or a percentage of forecasted sales.  For example, an organization may set next year’s advertising budget at 10% of this year’s sales level.  One problem with this approach is that the budget is based on what has already happened and not what is expected to occur.   Alternatively, companies may consider allocating advertising funds based on a percentage of forecasted sales.  In this way advertising is viewed as a driver of future sales and spending on advertising is linked directly to meeting future sales forecasts.  What is Affordable – Many smaller companies find spending of any kind to be constraining.  In this situation, advertising may be just one of several tightly allocated spending areas and, thus, the level spent on advertising may vary over time.  For these companies, advertising may only occur when extra funds are available. Best Guess – Companies entering new markets often lack knowledge of how much advertising is needed to achieve their objectives.  In cases where the market is not well understood, marketers may rely on their best judgment (i.e., executive’s experience) of what the advertising budget should be. So now we are sufficiently armed to discus our initial statement i.e. our starting point : Joseph Levine’s statement : “You can fool all the people all of the time, if the advertising is right and the budget is big enough.” Joseph E. Levine, 2006, (Hollywood Producer, quoted in the Daily Express). There is no evidence that advertisements generally act as a strong force, persuading people to change markedly what they do, believe, or feel. (Ehrenberg, Barnard and Scriven, 1998) But there is no further evidence to say that advertising delivers sustained sales growth. Nor does it settles established brands with new “added values”. The common logic tells us that in a mature market, all advertised brands do not grow. But we cannot deny the fact that advertising often works, but as a weak force. Experienced consumers seeing an ad or two for an already known brand refresh their awareness of that brand, and help to maintain its presence in the market. On the other hand, if there is little marketing support, the brand can slowly lose sales to the competition. For established brands, advertising is mainly defensive over time – a long-term cost not so much of doing business but of retaining one’s business. For a new brand, advertising can announce information, speed up the growth of brand awareness, provide some assurance for the brand, and help gain distribution. It may then also help towards an uncertain first trial purchase or two and then perhaps reinforce any subsequent feelings of satisfaction. But advertising is still acting in a “weak” role – the advertising on its own does not greatly change what most people do or feel. (Jones, 1992) Another view is that advertising’s effects occur mainly in the long – when the purchase of the product is to be made, usually well after the advertisement is seen. This view of advertising seems to fit the empirical evidence on consumer behavior. It also fits what many advertisements seek to do that is to keep the brand name in the consumers’ mind. As it is said “ Out of sight is out of mind”. Competitive brands are mostly rather similar and can easily be substituted by another brand. But it ahs been seen that different brands usually have very different market-shares. Therefore, advertisers usually cater to their particular segment. The fact that the brand is being advertised can also encourage the retailer to stock and display the brand All this helps to develop the repeat-buying habit, reinforce it and maintain it. If it is not reinforced, then consumers may seek another brand that is more visible. If the competitors market aggressively, they will slowly gain. Though the effect is slow, it is definitely there. Consumers usually know several brands and, over a series of five or ten purchases , very few restrict themselves to buying only one brand. Many ads do not even mention or show any product differentiation. They often do not feature any explicit added value. Instead, they are attention-getting (e.g. “Coke Is It” ten years ago, or “Always Coca Cola” more recently). In the weak-force theory of advertising what is required of an ad is not heavy persuasion of either the already experienced customer or of the unconcerned newcomer, but just to “Tell a good story well”. This is to get and maintain attention, and keep up memorability for the brand. THE PERSUASION THEORY or The Strong Theory is the more traditional view of advertising which sees it as a strong force, highly persuasive and powerful, and thus able to change what consumers do, think, and/or feel. The main aim of persuasive advertising is brand-building and mostly short-term growth , be differentiating in an assembly of look-alike brands by what their advertising says about them . Advertising is often seen as a way of differentiating brands which functionally are close look-alikes and are mutually substitutable. Strong advertising is to make consumers see or feel values in brands that would not otherwise be there. Brand differentiation in turn is seen as the means to achieve the goal of sustainable competitive advantage, and to give consumers a reason for choosing brand X rather than Z. Competitors rapidly copy a beneficial product improvement. Therefore, the advertisers are constantly criticized for not differentiating brands. “The trends in our technology lead to competing brands becoming more and more alike (The advertising guru James Webb Young in 1923). Consumers’ beliefs about an established brand (or about anything) are in any case widely thought to be difficult to shift in any big and lasting way. There are big differences in the attitudinal response levels of each brand’s users and non-users, but not between the views of the users of the different brands. ( Brown 1991), (Franzen 1994) It is therefore not enough just to tell the experienced consumer that product X is different and expect that the consumer will respond. Yet both advertisers and agencies are called unimaginative because many of their advertisements do not say something different about their offerings. And there seems to be nothing much that even “strong” advertising can in practice do to shift people’s views about a brand. This is why brands both need and lend themselves to the sheer publicity of the weak theory discussed earlier. They maintain. that advertising persuades and concentrates on the short-term goals, soon-after awareness and recall of the ad or of the brand. and so on such .that the brand stands out from its competitors. The notion that advertising would generally lead to extra sales over the longer term and hence justify large advertising budgets cannot be sustained. Everybody acknowledges that isolating any long-term sales effects of advertising from all other influential factors, including other marketing interventions is very difficult (meaning in practice “virtually impossible”). But the real reason that any extra sales are difficult to measure is that they just do not happen. Sizeable extra long-term sales from whatever cause simply do not happen for every or most advertised brands across the board. So “Advertising Works” cannot mean extra longer-term sales for everyone, or almost everyone. There is no consensus that the “persuasive” content of advertising either could or would affect long-term sales greatly: “It is difficult to accept a time-bomb effect in which an advertisement now – barely noticed [or] probably forgotten within a very short time – can never- theless explode 18 months or three years from now so as to induce a sale.” (Bloom 1976). “We do not suppose that this long-term effect is achieved through memory of specific periods of advertising” (Baker 1992) Some writers argue that long-term “persuasive” effects are nothing but an accumulation of short-term ones. But there are few sizeable sales increases in either the longer term or shorter term Most writing on advertising stresses that very little is known about how it works and that anyway, every case is unique. Yet the literature is also mostly united in saying or implying that advertising works through strong persuasion. Many people believe that advertising makes people buy things. Furthermore, the content of most advertisements does not appear explicitly persuasive. This does not mean that advertising does not work, but only that it does not appear to work by strong persuasion, in the big way that many people seem to believe. Let us look at some recent advertising examples in the above context. 1. Japanese drugmaker Takeda has reported low sales of its new sleeping pill, Rozerem. Despite more than $110 million spent on advertising in 2006, Rozerem took in only $76 million, grabbing just 2 percent of a market dominated by Sanofi-Aventis's Ambien (76 percent) and Sepracor's Lunesta (17 percent). Industry-watchers say the ads' weirdness diverted attention from Rozerem's key point of differentiation: It's the first prescription insomnia med that you can't get hooked on. (Jacobson, 2007) 2. Campbell Soup has been selling a reduced-sodium line since the 1980s, but despite the nation's ever-increasing appetite for healthier fare, the bland offering has never lived up to the company's expectations. But last August, Campbell reformulated its recipes with a special type of sea salt naturally lower in sodium. The 32 varieties that resulted helped the company increase U.S. soup sales by 4 percent for the six-month period ending in January. Their fat margins led to a quarterly profit boost of 13 percent. Analysts say the line has also helped the iconic brand to expand its already dominant market share by nearly 3 percentage points. And they did nothing as far as the spending on advertisements was concerned. ((Jacobson, 2007) It has been seen that all the recent brand successes have been PR successes, not advertising successes. Red Bull, Starbucks, Harry Potter, Linux, Palm, The Body Shop, JetBlue, and Google. Starbucks spent less than $10 million in advertising its first 10 years. That's less than one million a year which is a very small amount for a national brand. The fastest-growing retail chain in the world is Zara, headquartered in Spain and now operating in 27 different countries. As a matter of fact, their tags show the price of their merchandise in 27 different currencies. Zara does no advertising except for two sale ads a year. Microsoft Xbox followed the same pattern. As a matter of fact, 75 percent of the target audience expressed an "interest to buy" before the first Xbox ad ran. Linux has not advertised because no one owns the brand. It's open-source software. Yet Linux has some 99.9 percent name recognition in the high-tech community. The Wall Street Journal has become a high-technology trade paper. If you are in the high-tech field and your brand is not mentioned favorably and frequently in The Journal, you are not going to make it in the high-tech field. Energizer Bunny, one of the most admired advertising campaigns of all time. But Energizer is not the leading appliance battery brand. The leading appliance battery brand is Duracell, by a big margin. Recently, MasterCard's "Priceless" campaign has gotten a lot of publicity. But Visa leads MasterCard by more than two to one. One corporation that never advertises, doesn't permit advertising in its retail space, has grown in 6 six years from nothing to the largest seller in its field and has three times the stock market value of General Motors. (Google) From above examples it is clear that Advertising dollars cannot compensate for the lack of favorable PR. The largest advertised brand in America spent $780 million on advertising last year. This was Chevrolet. What's a Chevrolet? A large, small, cheap, expensive car … or truck. But we already know that. They have spent $780 million and there isn't one thing stuck in our mind that we can connect with Chevrolet. . Take a look at another one. The largest corporate advertiser in America last year was Chevrolet's parent, General Motors. As a matter of fact, the company has been the largest corporation advertiser for five of the last eight years. In eight years, General Motors spent $23 billion on advertising. And what did they get for their money? They lost six percent of market share, that's what they got - from 34 percent in 1995 to 28 percent in 2001. OK Soda was a soft drink created by The Coca-Cola Company in 1994 that aggressively courted the Generation X demographic with unusual advertising tactics, including endorsements and even outright negative publicity. It did not sell well in select test markets and was officially declared out of production in 1995 before reaching nation-wide distribution. The drink's slogan was "Things are going to be OK." OK Soda never captured more than 3% of the beverage market in any of the target locations, failing to match Zyman's hype. The project was cancelled by Coca-Cola just seven months after its kickoff, and the soft drink was never widely released to the public. It has been remembered more for its unique advertising campaign than for its fruity flavor. The name and advertising campaign attempted to poke fun at the "I'm OK, You're OK" pop-psychology of the early-70s. OK Soda was intentionally marketed at the difficult Generation X and Generation Y markets, and attempted to cash in on the group's existing disillusionment and disaffection with standard advertising campaigns; the concept was that the youth market was already aware that they were being manipulated by mass-media marketing, so this advertising campaign would just be more transparent about it. Its indirect advertising was a form of rebel advertising similar to the McDonalds commercials for the Arch Deluxe. The general public did not respond to the offbeat campaign, and most critics point out that the campaigning was too overt in its courting of the youth and teen market. SunSmart : In the mid-nineties, SunSmart was concerned about young people’s sunburn and tanning rates.  In an effort to curb this behaviour SunSmart decided to develop a hard-hitting, graphic advertisement.  While hard-hitting health messages are now a part of every day television viewing, the How to Remove a Skin Cancer campaign was the first of its kind.  This campaign developed by James Woolett in 1996, provided SunSmart with significant public relations opportunities through the television and radio news outlets.  The launch of the advertisement in 1997 generated over 100 media stories in television news and print and radio outlets.  The advertisement was created in close consultation with skin specialists (dermatologists) and plastic surgeons in Melbourne.  The advertisement is an accurate depiction of the procedure used to remove skin cancer and graft skin onto the site of removal.  The concept was focus tested with males and females aged 18–24 years.  The concept tested very strongly as it gained the audience’s attention quickly.  The advertisement ran in 1996/97 and 1997/98 seasons with a significantly reduced budget spend of $240 000 over the two years. While the media spend was reduced the awareness level of the advertisement was 75% over the two years.  During this period, SunSmart found a decreasing trend in summer sunburn rates. Thus we can easily see that the amount of budget spent does not have any relation to the success of the brand unless there is clear indication of what the advertiser is trying to say and what the consumer really wants. Thus, In conclusion, we can safely say that Levine’s statement that “You can fool all the people all of the time, if the advertising is right and the budget is big enough.” does not hold true fully. Though advertising has the initial effect, it does not or cannot induce long term association with the brands unless it has something which the consumer actually wants. Though these days, the ads are generally made to make immediate impact, they rely on celebrities and super antics to attract attention. These tactics succeed when the target group is the children or the teenagers who are easily influenced by celebrities and superheroes. But even this age-group is sufficiently informed to not be fooled second time. This is to mean that though they may buy the product due to a celebrity endorsing the brand, they will not repeat the behavior unless they actually like it. Thus Levine’s statement is partially correct in the sense that by spending a good amount of money and bringing on the big celebrities to endorse the brand, the advertiser can secure the first purchase, but the repeat behavior or the reinforcement cannot be guaranteed. But advertising and big budget can definitely not convince all the people all the time. References: 1. AMA dictionary of Marketing terms 2. Baker, C. (1993). Advertising Works 7: Papers from the IPA Advertising Awards. 3. Bloom, D. 1976. “Consumer Behaviour and the Timing of Advertising Effects”, Admap, 12, 430-438 (Sept.). 4. Brown, G. 1991. “How Advertising Affects the Sales of Packaged Goods Brands: A Working Hypothesis for the 1990s”. Warwick: Millward Brown International. 5. Caples, J. 1932, “Seven steps to successful advertising”, How to make orders pay? 6. Colley, R.H. (1961). Defining Advertising Goals and Measuring Advertising Results. Association of National Advertisers. 7. Corkindale and Kennedy, 1976. Setting Objectives for Advertising. European Journal of Marketing, Vol. 10, 3. 8. Duncan, T. and Moriarty, S.E., 1998 “A Communication-Based Model for Managing Relationships,” Journal of Marketing 62, no 2 , p.9. 9. Ehrenberg A., Barnard N, Scriven J. 1998 ,JUSTIFYING OUR ADVERTISING BUDGETS:The Weak and Strong Theories 10 Festinger,L 1957.  "A Theory of Cognitive Dissonance", Stanford University, Stanford, CA. 11. Franzen, G. 1994. Advertising Effectiveness. Henley-on-Thames : NTC Books. 12. http://en.wikipedia.org/wiki/Integrated_Marketing_Communications 13. Jacobson, D., 2007, Business 2.0 Magazine 14. Jones, J.P. 1990 Advertising: strong or weak force? Two views an ocean apart. International Journal of Advertising, 9 (3), 233-246. 15. Jones, J.P. 1992. How Much is Enough? New York : Lexington Books. 16. Lavidge, R.J., Steiner, G. A. ,1961 . A Model for of predictive measurements of advertising effectiveness. 17. McDonald, C. (1992). How Advertising Works. Henley-on-Thames : NTC Books. 18. Ogilvy, D. 1983, Ogilvy on Advertising, John Wiley and Sons, Toronto 19. PR VS. Advertising : 3 Facts of Life , An interview with Al Ries, Best-Selling Author of "The Fall of Advertising & The Rise of PR." by Cincom's Expert Access Steve Kayser 20. Reeves, R. 1961. Reality in Advertising , 21. Strong, E.K. 1925. "Theories of Selling". Journal of Applied Psychology 9: 75-86 22. Windsor, R. and Hesperich, L. 2001 "APPLICATIONS OF THE THEORY OF COGNITIVE DISSONANCE IN MARKETING" Loyola Marymount University, Los Angeles, CA 23. Young, C. E., 2006 Integrated Testing for Integrated Marketing: One size almost fits all Quirk's Marketing Research Review. Read More