Brand PR هند عبدالجليل زمزمي ضمن متطلبات التقدم للدكتوراه

In contemporary marketing environment, the most successful campaigns involve a closely linked, highly integrated combination between the different elements in marketing (Chung & Heath, 2013). The new strategy which is becoming more common nowadays, aims to reduce the overall costs associated with conventional marketing and advertising and if it is well crafted, it could potentially generate publicity for the brand as well as replace the conventional single discipline marketing approach (Carter, 2006). One of the main reasons cited for the rise of this new marketing strategy is due to its ability of achieving synergistic effect. Furthermore, numerous research has shown that marketers are willing to continue using this new creative integration strategy to drives sales, expand market share and most importantly appeal to new customers (Deephouse, 2010). Undoubtedly, PR has immensely contributed to the accomplishment of the integrated marketing campaign and as such incorporating the different disciplines of marketing into a unified, integrated and single component will usher a new era for marketing, advertising and promotion campaign in the future. This essay will provide an in-depth, detailed and thorough analysis on the emerging trend of this new campaign strategy including the factors that have contributed to its success, barriers & challenges etc.