MODELING LINKAGE-ADVERTISING - GOING BEYOND BETTER MEDIA COMPARISONS

The proposition is examined here that modeling what actually happens in customer/marketer information search and two-way responses is helpful for designing effective advertising programs. A 20-step, customer-marketer, database advertising framework is described with implications offered for building relationships with customers. The need to integrate advertising with following relationship-building contacts with customers is emphasized. While many advertisers and advertising agency account managers continue to fight it, Advertising Age's Joe Cappo's predictions about the integration of advertising into database marketing are accurate. The 20-step framework is offered as a draft blueprint for embracing new realities in advertising strategy.