整合营销传播战略与执行的外文翻译.DOCVIP

外文翻译 原文 Title: PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATIONS STRATEGY Material Source: LAPPEENRANTA UNERSITY OF TECHNOLOGY Author: Lappeenranta In order to sufficiently understand the nature of product placement one must also understand the marketing communications environment product placement is part of. The marketing communications mix (also commonly referred to as promotion mix) (Kotler 1997, 604) has evolved along with any other field of business curriculum, and like any other field it has also changed its nature from its origins. (Percy 1997, 1) The change in the marketing communication practices has extended to the point where it has been claimed that ”marketing in the 1990s is communication and communication is marketing; the two are inseparable” (Schultz et al. 1994, 45; Schultz in Shimp 1997, 4). The marketing communications mix consists of, but is not limited to, the five major modes of communication: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing. The elements of the marketing communications mix interact with each other with great diversity while also affecting its surrounding framework. Marketing communications is considered as one of the four Ps of the marketing mix (others being product, pricing, and place / distribution). Public relations has often been regarded as a marketing communications mix element by marketing professionals, a view that has not always been shared in the PR community. One view of the relationships between marketing, marketing communications, public relations, and advertising as a representative of a marketing communications mix element is illustrated in Figure 5, provided by James G. Hutton. In the past, traditional mass media advertising was the dominating feature In most companies’ promotional mix, the fact that caused marketers to rely heavily on their advertising agencies in their marketing communications. The relian