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时下,“整合营销传播(IMC)”成为广告与营销界议论的一个焦点,业界各类人士纷纷发表文章、著书立说,大书鼓吹IMC;与此同时,诸多广告公司或营销顾问公司也纷纷打出“整合营销”牌,每一个都声称已经具备了一流的整合营销传播能力。一时间,“整合营销传播”被炒得沸沸扬扬,各方赞美之辞不绝于耳:IMC被誉为“21世纪全新的营销理念”、“企业商战制胜的至尊法宝”,“塑造品牌的强大武器”,……似有掌握了IMC就掌握了营销的金钥匙之势。
Nowadays, “Integrated Marketing Communications (IMC)” has become a focus of discussion in the advertising and marketing community. All kinds of people in the industry have published articles, written books, and big books preaching IMC. At the same time, many advertising agencies or marketing consultants Have played “integrated marketing” card, each claiming to already have a first-class integrated marketing communications capabilities. For a time, “Integrated Marketing Communication” was aroused, and the praise of all parties was heard: IMC was praised as “the brand new marketing concept in the 21st century”, “the supreme magic weapon to win business war”, “a powerful weapon for brand building” ... seems to grasp the IMC mastered the golden key marketing potential.