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[David Cooperstein]: That's how you take an integrated approach. You apply it to the brand experience. They're in a cycle and, at any point, can make a decision, "I'm engaged, but I want to see what else is there." Or they're driving their car for years and have no relationship with the dealer. So, "It's time for me to go buy a new car. I'm going to pick up a magazine or read a review." Engaging people is very important.
www.dmnews.com | December 2010 | 37 ROUNDTABLE Integra
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"Integrated marketing begins with the experience"Please download to view full document