What is an integrated marketing campaign?

What characteristics of Las Vegas visitors suggested that an integrated marketing communications campaign would be necessary?

• Answer:

  Integrated marketing communications, which melds many different advertising mediums together to market the same message across varying platforms, and would be a desirable tool for targeting Las Vegas visitors, who tend to represent many different age, social, and behavioral groups, often responding to different advertising media. For ex., young partiers may rely more on social media, elderly tourists may respond to TV ads, and high-power execs may notice print ads.