Integration how to integrate-.docVIP

 PAGE \* MERGEFORMAT 19 Integration how to integrate? There is no doubt, Integrated Marketing Communication (IMC) has become the guiding ideology of the mainstream of marketing communications and practices, but also the future of marketing communication planning and management of the inevitable trend of development. Although the integrated marketing communication in the past 10 years has been a marketing academics and practitioners were the focus of discussion and study, for the specific definition of Integrated Marketing Communications until today failed to reach a fully integrated view, it does not hinder the integrated marketing Communication in practice a wide range of applications and have been gradually recognized and respected people in the industry. In fact, this phenomenon is not surprising, because the so-called integrated marketing communication in the application of more communication planning and management only as a guiding ideology and mode of operation, rather than what a single tactical level, while the marketing communications planning and implementation of Depending on business conditions, different operating environments are not the same, so there will inevitably be ‘a point of view, respective interpretations’ of the situation and to implement a formal definition of uniform is indeed quite difficult. Integrated Marketing Communication at the reason why in practice, access to practitioners and businesses widely recognized and accepted, largely because the industry’s popular phrase ‘I know my advertising costs at least 50% is wasted, only I do not know which half ‘, these words are derived not only the aspirations of the majority of business decision-makers, but also marketing and advertising practitioners never mind the pain, but the emergence of integrated marketing communication theory to solve this problem provides an effective operation guidelines and practices, of course, has become now a lot of advertising companies to seek more busi