Smart marketers acknowledge they need to be where the customer is — whether that’s mobile, online, outdoor, network TV, cable or print. They say it’s essential to integrate their online and offline activities as part of their marketing-advertising program. For example:

• Polo Ralph Lauren recently ran a Ralph Lauren Collection gatefold print ad inviting readers to view the runway show and behind-the-scenes video on the Ralph Lauren app on the iPhone or to visit ralphlaurencollection.com.

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