Root of the problem- Also Integrated Marketing Communication (IMC) true colors.docVIP

 PAGE \* MERGEFORMAT 7 Root of the problem: Also ‘Integrated Marketing Communication (IMC)’ true colors Nineties of last century’s greatest marketing revolution than the ‘Integrated Marketing Communication (IMC)’, and now we still can feel the tide of the stock shock. Integrated Marketing Communication has become the highest frequency of marketing emerged vocabulary, whether understood or not, many people have the ability to achieve integrated marketing communication as an effective marketing plan is the ‘litmus test’; the same time, many advertising companies have or are preparing to business From the ‘Advertising Planning Agent’ re-defined as ‘integrated marketing communication planning and implementation’, and even the international 4A can not stay out of, such as Dentsu’s ‘TOTAL COMMUNICATIONS’ (all-round information exchange), Ogilvy amp;amp; Mather’s ‘spread Symphony Orchestra’, and so . However, noise in the past, we regret that the discovery of the concept of universal access does not mean that a correct perception, on the contrary a lot of self-righteousness, mistake is to make integrated marketing communication in practice often is’ old wine in new bottle ‘, so-called’ classic integrated marketing Communication Case ‘Most, but is’ trickery ‘, at first glance the shape of his or her concept of God in recent non-like, companies are not pairs of Integrated Marketing Communications from the investment to get a good return on the proceeds, so that now even produced a’ sales of the brand is doing so ‘controversy. Yes, indeed has come to get to the root of the integrated marketing communication, but also the time to its origins. 1, integrated marketing communication marketing communication tools does not mean that the ‘hodgepodge’ With regard to Integrated Marketing Communication of the most popular fallacy is from ‘integration’ in the literal understanding to start with that as long as possible to rack their brains to all the communication tools to spe