Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

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Since marketing integrators are looking to establish, nourish, and reinforce relationships with many groups of stakeholders, television serves another role quite efficiently. It can speak to many different kinds of stakeholders-not just customers-at the same time. Moreover, through its unique ability to deliver a creative big idea, television can impart brand meaning (the symbolism or personality of the brand) to either attract people to the brand or reinforce their current relationship with it.

Through Its Unique Ability to Deliver a Creative Big Idea,television