In integrated marketing communications, there are 5 types of advertising: Primary Demand Stimulation, Selective Demand Stimulation, Direct Response Advertising, Delayed Response Advertising, Corporate Advertising. In Corporate advertising, why would a company spend millions of dollers on corporate advertising?
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The question is depending on whether the advertising of a certain product is of seller's market or of buyer's market. If it's the former case, there's enough gain from corporate advertising in return of spending millions of dollers.But if the case is later, there's no use of spending such cost on advertising.
So my answer is that campany spends on integrated marketing communication only if it is suitable for corporate advertising.and I think your question is also important since the share of integrated marketing is now being taken by web and shurinking,perhaps because of long-tail effect.