国际营销专业英语Unit15Integrated Marketing Campaignn.ppt

Integrated Marketing Campaign Integrated Marketing Communications In the last few years, the concept of Integrated Marketing Communication (IMC) is gaining ground and believed by many that it offers the ways and means for a company to maintain consistency in fragmented markets and multiple media. IMC：Definition, nature and Scope As defined by the American Association of Advertising Agencies, IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Don E. Schultz defines IMC as “the process of managing all sources of information about a product/ service to which a customer or prospect is exposed which behaviorally moves the consumer toward a sale and maintains customer loyalty.” According to Philp Kotler, IMC is a way of looking at the whole marketing process from the viewpoint of the customer. A Cohesive Approach Moving away from definitions, IMC requires that all the 4Ps of marketing must be planned together to achieve the goal of consistency. The key to an IMC approach is to be able to select an appropriate combination of marketing communication tools that will achieve the marketing communication objectives set out for a brand. The bottom line is that integrated marketing is cost-efficient, focused, comprehensive, measurable and ROI oriented. Customer-oriented Approach The importance of consumer orientation in IMC cannot be sufficiently emphasized. A key shift that must take place in client organizations is the shift from inside-out thinking to outside-in. To be effective enough, brand communications programs should incorporate segmentation/aggregation, customer valuation, and database management. An IMC program uses sophisticated tools for customer management and data mining and technology is playing a key role. Ingredients of IMC Success Interesting, simple and single-minded messages A totally refreshing way compared with competitors Tremendous common sense, hard work and smart thinking Integratio