Once upon a time, marketing was in a dark age. It was expensive and inefficient. Businesses spent at King's Ransom on billboards and vanners. Alas, their ads reached the masses. But it was near impossible to target their actual potential customers. And then came the magic of integrated marketing. Deep in the forest of an enchanted strip mall, nestled between a bakery and a barbecue stand, worked a wizard. This is Marlin. Marlin owns comfy thrones, a local furniture shop. Hey, how you doing? For centuries, Marlin used traditional signs and billboards. But then, he learned the magic of integrated marketing, weaving together multiple media to efficiently achieve the goals of his brand. By talking with the people who visited a store, Marlin gained a great sense of who they were and what they were likely to buy. Marlin was able to match his customers' demographics to cable networks and shows with the same target audience. Hey, sports fans, isn't it time you chaired on your favorite jousters in luxury? I never knew a throne could do that. Using television advertising, Marlin developed awareness in his target consumer, creating a need where one hadn't existed before. For some customers, the timing wasn't right. Yet. Alas, he'll treasury is running a bit low. The next time the king checked his fantasy jousting stats online, there was Marlin's ad. And when the king logged into his email, there was Marlin again, always with the same consistent message. Finally, when the king saw a second TV ad that directed him to an instant offer on the ComfyFront's website, the king went from awareness of Marlin's shop to actively engaged. The king was now on a quest to purchase. Integrated marketing allowed Marlin to be efficient, spending on media that reached his actual target consumer. He reused the same creative content across multiple platforms for a clear and consistent message. He created awareness, reaching the king with multiple impressions across different media platforms. He allowed the king to interact with his product, how and when the king wanted. And finally, Marlin was able to track and engage the king at different points in the purchase process. Marlin's use of integrated marketing had worked its magic. The king brand about his new throne on social media. Positive word of mouth spread, Marlin's business took off and everyone connected happily ever after. Hey honey, you want a ComfyFront too? I just caught a new offer. The beginning.