advertising, holds considerable promise. He also makes suggestions about
possible directions research on product publicity might profitably take.

The final section of the book includes two chapters. In Moriarty (chapter
18), there is an integrated overview of the various orientations that have
been introduced throughout the proceeding chapters. The concept of
synergy is defined in terms of the memory impact of integrated campaigns,
and this definition is then used to bring together issues of planning, media
selection, management of campaigns and ways of thinking about the
audience. The chapter provides an excellent round-up of the variety of
topics that must be examined when integrated communication is the focus.

Chapter 19 provides Lutz an opportunity to look back over the chapters
to evaluate where we have progressed, where more work is needed, and to
explore the consistent themes that run through the contributions. Not only
is the chapter integrative, it suggests what Lutz considers to be the most
profitable future directions for IMC research to take.

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