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整合营销传播是综合使用各种形式的传播方式,以统一的目标和统一的传播形象,传递一致的产品信息,迅速树立产品品牌在消费者心目中的地位,建立产品品牌与消费者长期密切的关系,更有效地达到广告传播和产品行销的目的。在传播策略上,整合营销传播主张战术的连续性与战略的导向性;在传播手段上,整合营销传播主
Integrated marketing communications is the integrated use of various forms of communication, with a unified goal and a unified image of communication, delivery of consistent product information, the rapid establishment of product brand in the minds of consumers, the establishment of product brands and consumers have long-term Relationship, more effectively to achieve the purpose of advertising and product marketing. In the dissemination strategy, integrated marketing communications advocate tactical continuity and strategic orientation; in the means of communication, integrated marketing communications master