A focussed targeted approach across all of the media used. All too often a promotional campaign is produced that comes across as fragmented. Larger organisations often have departmental functions that deal in print only, media purchase or online marketing.
Inevitably in situations where this is not closely controlled, a brand message can be diluted and the message lost as each approach takes a slightly different path and timescale. Such a convoluted approach can be avoided by having a truly integrated campaign that takes the same message and imagery for a section of your market, and talks in a uniform manner with the same message but simply presented to the audience using their preferred medium.