Marketing Advertising Planning Practice

Author: Xiong Chaoqun
Publisher:
Publish Date: 2004-03-01
Features: The advertising strategy of integrated marketing communication (IMC) is composed of two elements: "one voice" advertising content and uninterrupted advertising delivery. IMC's advertising strategy emphasizes the integration of communication media, the greatest benefit of which is to save advertising costs and utilize the most perfect media combination to achieve previously unattainable effects under limited budgets. This book teaches you how to decode the "password" of the consumer group, showing you how to operate these tools to communicate with consumers. The main work of contemporary marketing advertising planning is actually a research topic of integrated marketing communication. The essence of IMC is two words—communication. We can understand it as "two-way marketing" or call it "interactive marketing," where marketing is equivalent to communication. The advertising strategy of IMC is composed of two elements: "one voice" advertising content and uninterrupted advertising delivery. IMC's advertising strategy emphasizes the integration of communication media, the greatest benefit of which is to save advertising costs and utilize the most perfect media combination to achieve previously unattainable effects under limited budgets. This book teaches you how to decode the "password" of the consumer group, showing you how to use these tools to communicate with consumers.