整合营销传播理论的内涵是以消费者为核心重组企业行为和市场行为、综合协调地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,实现与消费者的双向沟通,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营销的目的。整合营销传播旨在通过信息流通,调动最广泛的受众群体关注媒体传播、产生需求欲望、最终促进视听,其实质是将产品由“硬卖”转变为诱导式的“软卖”。这里的关键词是“整合”,即强调媒体将可资利用的各种营销传播方 The connotation of integrated marketing communication theory is to reorganize the corporate behavior and market behavior with consumers as the core. It uses various forms of communication in a comprehensive and coordinated manner, and delivers consistent product information with a unified target and unified communication image so as to realize the integration with consumers Two-way communication, quickly establish the status of product brands in the minds of consumers, establish long-term relationship between product brands and consumers, and more effectively achieve the purpose of advertising and product marketing. Integrated marketing communication aims to mobilize the broadest audiences to focus on media communication, generate demand and desire and eventually promote audiovisual products through information circulation. The essence of integrated marketing communication is to change products from “hard sell” to “soft sell”. The key word here is “consolidation,” which emphasizes the variety of marketing communications available to the media