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For instance, an exhibitions stand promoting sausages or crisps in a supermarket can be considered both sales promotions and personal selling. If the company selling those sausages does not have an integrated marketing approach, chances are that both the sales promotions and the personal selling department will organize an exhibition stand in the same week at the same supermarket, the point being; a waste of sources...
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Another advantage of an integrated approach is that all elements of the marketing communications mix are more likely to convey a consistent message(Pickton,1995:68), or at least not to convey contradicting messages. This message is not only external, also staff of the company are exposed to this message...
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