Below is one of the best explanations I’ve found of the types, or perhaps progression of integrated campaigns. Central to the explanation is the concept of a medium independent idea. This type of idea comes from one cultural insight that is executed differently across various mediums.
The pages above are an excerpt from the ebook Oh My God What Happened and What Should I Do? from the folks at Innovative Thunder. The book recaps the innovations from the 1970s to today that formed the basis for the digital era and what it all means for us advertising folks. To download the full book visit the site or buy the paperback.