ABSTRACT
Content providers can also be advertisers who use commercials as part of an integrated communication strategy. The integrated mass media approach is one of targeted communications that could include public relations, advertising, and marketing strategies that feature one consistent message from the content provider being told through a variety of mass media outlets. The integrated communication approach could include circumventing any media through the maintenance of an Internet site or direct mail initiatives to certain audiences. Woods, account supervisor for the Pierpont Communications public relations firm, stressed that in the current mass media environment the strategy is for a more integrated approach. Therefore, advertising is essentially another communication strategy of the content provider, often working in conjunction with public relations strategies to convey messages to their audiences.
