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The aim is to understand how different media interact to influence consumer decision making in marketing communications.

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

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The aim is to understand how different media interact to influence consumer decision making in marketing communications.
Review of relevant academic research on marketing communications and consumer behavior.
Development of two models: a bottom-up communications matching model and a top-down communications optimization model.
Proposes a comprehensive framework to enhance effectiveness of integrated marketing communication programs.
Outlines how traditional and new media affect consumer interactions and decisions.

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Review highlights integration strategies for marketing communications, improving consumer decision making and program efficiency.

Batra et al. (2016) studied this question.

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