Exploring decision-making approaches and responsibility for developing marketing communications strategy

Article Abstract:

Marketing firms are increasingly using the consensus decision making strategy, leading to predictions that it will be an integral part of marketing communications. A national survey of marketing communication practitioners reveals that most of the respondents' companies still assign the development of communications strategy to an individual, but that consensus decision making is increasingly gaining acceptance. The growing trend toward consensus planning could indicate the reassignment of responsibilities to better integrate communications strategy among various disciplines.

Marketing communications, Decision-making, Group, Group decision making

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How agencies can support integrated communications

Article Abstract:

A long-term partnership between a client company and a small number of advertising agencies is the best way to support integrated communications. Companies with multiple product lines or brands can consolidate the number of agencies using two approaches. One is to assign one agency for each communication medium and another is to assign one agency to each business unit. The first approach integrates communication media 'horizontally' across business units while the second integrates business units 'vertically' across communication media within the unit.

Advertising agencies

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Using consumption constellations to develop integrated communications strategies

Article Abstract:

An important component of effective integrated marketing communications is to take on the consumer's perspective. Such a perspective puts emphasis on the content of the message and the idea that marketers must understand the context in which a product exists for consumers. It assumes that consumers' cognitive organization of product information is related to complementarity among products from various categories. Called consumption constellations, these groupings of cognitive thought are used by consumers as guides for consumption behavior.

Consumption (Economics)

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