整合营销传播的出现,是市场发展的需求。一方面,随着市场不断发展,消费者每日接收的推广讯息不计其数,如电视、报纸广告、直销函件、户外广告牌等,产品种类更多不胜数。因此,要加强消费者对品牌的注意及接收程度,单一的推广招数已显不足,而是要集合多种推广工具,整体地向消费者进逼,务求做到1+1=3的行销效果。 The emergence of integrated marketing communications is the demand for market development. On the one hand, with the continuous development of the market, consumers receive numerous promotional messages every day, such as television, newspaper ads, direct mail, outdoor billboards, and so on. There are numerous product categories. Therefore, it is necessary to strengthen consumers’ attention and acceptance of the brand. The single promotion tricks have been insufficient, but it is necessary to assemble a variety of promotion tools to intrude on consumers as a whole, so as to achieve the marketing effect of 1+1=3.