how achievement imc myth（如何成就imc神话）.docVIP

How achievement IMC myth Origin IMC (Integrated marketing communication, from commercial competition and the spread of the highly competitive US. Based on current information can be learned in 1992 (there are also claims that in 1993, Don Schultz #8226; Professor E #8226; Medill School of Journalism at Northwestern University and two collaborators published monographs lt;lt; gt;gt; Integrated Marketing Communications, which is integrated Marketing Communication birth of iconic works followed, Tom Colorado University - Professor Deng Ken publishing lt;lt; integrated marketing communications beyond gt;gt; --- Advertising Age, and Schultz, who tied for the founder of integrated marketing communications disciplines. With the IMC theory and practice gradually expand in the United States, Ogilvy amp; Mather upgrade ‘brand steward’ theory and launched the ‘360-degree brand steward’ processes. In my mind, the concept of integrated marketing communications Mainland China popular, thanks to Ogilvy Greater China chairman Sung et al., because they promote a 360-degree brand steward (or even focus on the basis that IMC 360 brand communication theory. American Advertising Association (4AS had been to the following definition (from the Internet: ‘This is a concept of marketing communication plan, to fully understand the various requirements when used to develop a comprehensive plan to bring value-added means of communication: general advertising, direct advertising, sales promotion and public relations, and the combination provides good clarity, consistency of information, so that the spread of influence maximization. ‘Later, the same as a lot of people put this cloth wrapped around a long, smelly feet, then clip as ‘IMC = spread influence maximization’, IMC will thoroughly become marketing communications company Fudge clients tool. Why do you say, according to Tom - Duncan’s theory about the core of integrated marketing communication is ‘Beyond Advertising Age’s’, is t