Integrating online advertising into integrated marketing communications
Integrating online advertising into integrated marketing communications

Summary/Abstract: There can be no doubt that advent of Internet and the development of digital media has transformed marketing and marketing communications into a completely new form. Most businesses using online communications to advertise or use the other forms of marketing communication consider digital communication to be a kind of communication that exists somewhat outside of traditional offline media. This attitude, despite the fact that a number of experts warn against the application of traditional theories and practices of marketing communications to the field of online advertising, is incorrect. When planning a company, or any other subject communication, is necessary to integrate all forms of communication using both online and offline media. This conference paper represents a survey study, which summarizes the current state of knowledge, focuses on the benefits of this approach, summarizes the basic IMC models from the point of view of integrating online advertising and ultimately affects the importance and position of individual media in terms of meeting the communication goals and its effective use from the point of particular stages of marketing funnel.

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