The PLUS principle
Persistence
Messages that are connected and carry a resolute theme.
Linked
Information via all related mediums
Uniform
Support and reinforce the ongoing idea
Supportive
That which contributes to the bigger picture
So basically, the PLUS principle defines every integrated marketing campaign, giving meaning and purporse to provide a single focal message, easily understood across different communication points, and the message is directly and indirectly delivered to an audience.
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