Death of a living advertisement advertising - integrated media brand advertising under the.docVIP

 PAGE \* MERGEFORMAT 4 Death of a living advertisement advertising - integrated media brand advertising under the Brand marketing to do not only sell their products, more importantly, to capture the hearts - and we believe the brand is impressive about the story. Occasionally saw ivy before marketing of the ‘willing to wine in 2008,’ the proposal, its spread to Johnnie Walker, for example, about the spread of integrated communication processes in reading the proposal emotionally, we often just a lot of brands - - ‘mouth about integration, the actual non-integration’, the result of a waste of company money, but also the business of consumer confidence that companies no longer dare to brand promotion (advertising, public relations and investment, promote the brand to do it for fear that the do not spend money not to promote, spent the money but it seems difficult to get results - but it is the truth? I want to say, never is. Many of us believe that the brand is doing to promote communication (rather than being integrated in a nutshell is to advertise. Then advertising is very simple to find a platform to buy a position, make a picture, like a slogan, plus a promotional get information ... OK. But I want to say, this really is not OK. In this process, we do not figure out why and do - what time? What place? To whom? Say? How to say? We have only done, but did not consider its effect. We did not study psychology and consumer demand, they do not know why the heart, so we can hardly make their favorite ads We did not study the characteristics of the media, do not know where to promote, do not know at what time. it means the blind men feeling the elephant, all do not understand, so that brand communications have effect? I think if I call the spread of advertising, there is a dead advertising advertising called dead ads only seen, but can not be touched. Another ad called live advertising, live ads will walk into the people and will heart to go, exciting move