The document discusses different models of integration in advertising and marketing communications:
1. Visual integration focuses only on consistency of visual elements like logo and design.
2. Execution integration ensures a consistent message across channels but ideas are not connected.
3. Communications idea integration connects ideas and messaging across all touchpoints.
4. Brand idea integration creates a coherent brand experience through a unified brand idea.
5. Brand purpose integration fully aligns all communications with the brand's overall purpose.
6. Brand narrative integration uses an evolving narrative told through different channels.
The key is choosing the right model based on competitive landscape, audience needs, and organizational capabilities. Successful integration also requires resources, diverse teams,