The baseline understanding of integrated marketing is in a flux in today’s complex media universe. Having said that, the core principle of integrating all the promotional tools so that they work together in sync holds true even with the current dynamics. The core issue in getting integrated solutions right is the challenge of getting your communication tools to work as a composite, intertwined unit with a unified objective, rather than working on each media channel in isolation. The peril in this approach is that, more often than not, the sum of parts is not greater than the whole.
Drilling down to the basics this process combines all the available mediums including print, TV, outdoor, in-store pr
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