New media : embedding IMC within broader marketing strategy
Higgs, Bronwyn and Polonsky, Michael 2007, New media : embedding IMC within broader marketing strategy, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 1500-1508.
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Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
Dunedin, New Zealand
New media has resulted in communications strategy evolving to a more integral component of marketing strategy, such that the two are converging. This paper discusses the implications of this shift in terms of IMC, drawing on the existing academic and practitioner literature. Effective use of new media means communication activities will direct marketing tactics and strategy, rather than being driven by them.
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