Why does the Marcom Engine preach integrated marketing communications?
Because repetition of emotion evoking messages is the only known way to assure penetration of the belief clusters that serve as cognitive dissonance filters. Because message retention is dependent on the use of a variety of input vehicles. And because pictures are far superior to words when it comes to altering the brain chemistry required of both penetration and retention. …so if you’re contemplating a boring visual, or an all copy message you’re in trouble. Insights to the Execution modules ARSENAL For those facing too many media options, you may need access to a media strategist. To quote Kate Maddox of BtoB magazine, “In today’s complex marketing environment, which requires innovative strategies to help break through the clutter and realize a return on limited marketing dollars, media strategists have increasingly valuable jobs”. Media planners are in high demand partly because of the challenge of working with smaller marketing budgets and because of the need to integrate message
Because repetition of emotion evoking messages is the only known way to assure penetration of the belief clusters that serve as cognitive dissonance filters. Because message retention is dependent on the use of a variety of input vehicles. And because pictures are far superior to words when it comes to altering the brain chemistry required of both penetration and retention. …so if you’re contemplating a boring visual, or an all copy message you’re in trouble. Insights to the Execution modules ARSENAL For those facing too many media options, you may need access to a media strategist. To quote Kate Maddox of BtoB magazine, “In today’s complex marketing environment, which requires innovative strategies to help break through the clutter and realize a return on limited marketing dollars, media strategists have increasingly valuable jobs”. Media planners are in high demand partly because of the challenge of working with smaller marketing budgets and because of the need to integrate message
