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3 / 623 |
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Stengel has also taken an avowedly integrated approach to communications. He recently announced that P&G did not have advertising agencies any more, just 'communication agencies'. How's that for media-neutral thinking?
Perhaps that most revolutionary element of the new P&G set-up is its approach to return on investment (ROI)...
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How's that for media-neutral thinking?
Perhaps that most revolutionary element of the new P&G set-up is its approach to return on investment (ROI). Rather than seeing marketing accountability as the topic for a academic debate, Stengel and his team have made it a practical reality. All P&G's communication agencies are now being paid on performance, not on retainer or commission...
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General points of the essay
“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”
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