The basic principle of integrated marketing campaigns is that each element is tailored to take optimal advantage of the activity before it and build on this to contribute as much as possible to the success of the subsequent activity. Or ot put it another way, breadth of communication plus repetition will give more chances at conversion.
Integrated campaigns utilize various channels and collateral, including the corporate website, campaign-specific landing pages, product brochures, downloadable literature, printed literature, focused media relations, publicity and advertising, and more.
