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整合营销传播是企业统筹运用各种传播方式并以最佳组合方式,向特定的目标群体传送基本一致的营销信息,促进传播和沟通的一种系统化传播活动。作为一种传播方法,它追求对传播的充分利用和传播效益最大化。其特点是:(1)以现有及潜在消费者为中心,重在与传播对象的沟通。整合营销传播强调应依消费者的需求,量身打造适合的沟通
Integrated marketing communication is a systematic communication activity in which enterprises use various modes of communication in an integrated manner and transmit the basic and consistent marketing information to specific target groups in an optimal combination to promote communication and communication. As a method of communication, it pursues the maximization of the full use of communication and its effectiveness in communication. Its features are: (1) focusing on existing and potential consumers and focusing on communicating with the target audience. Integrated marketing communication emphasizes should be tailored according to the needs of consumers, tailored for the communication