论文部分内容阅读
整合营销传播理论的内涵是以消费正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行销的目的。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
The connotation of integrated marketing communication theory is to reorganize the corporate behavior and market behavior based on the positive consumer, and use various forms of communication in a comprehensive and coordinated manner, with a unified goal and a unified communication image, to deliver consistent product information, to achieve and consume Two-way communication, quickly establish the product brand in the minds of consumers, establish long-term relationship between the product brand and consumers, and more effectively achieve the purpose of advertising and product marketing. Integrated marketing communication aims at mobilizing the broadest audiences to focus on media communication, generate demand desires and ultimately promote audiovisual communication through information circulation and its essence