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论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2016-01-08编辑:carrie2点击率:7476
论文字数:2069论文编号:org201601042158276357语种:英语 English地区:美国价格:免费论文
关键词:营销传播整合营销Organizational Performance Marketing
摘要:整合营销传播被认为是商业策略,这是用来获得最大的正面影响的业务。通常是不同的促销组合的组合,这是用同样的方式产生无缝的信息,以最大限度地影响客户。
According to Akers, there are different steps which are involved in developing process of IMC plan; these steps are analysis, identity, goals and budget. 1st step analysis is about prospects should be determined before develop the message to whom message is going to be communicated. Analysis is about to know the demographic characteristics. 2nd step identity is about to create the brand or company unique identity, this identity of brand should be according to the needs and values of determined customers. Unique identity distinguishes the brand from the competitor. In 3rd step there should be a specific objective to create a unique identity, that what is the purpose of this brand. 4th is the budget that in IMC advertising and promotions are money spending activities. So budget should be allocated carefully which should give result in revenue generation.
According to Vargas (2005) an effective IMC process includes the following steps:
Identify the target audience
Determine the communications objectives
Design the messaging content
Select the means for communications
Define the mix of media, budget and priorities
Measure the effectiveness of the efforts
Goals of IMC: 整合营销传播的目的
Katrandjiev (2000) focusing on the brand`s image importance has been described that there are two conflicting goals of IMC which are usually main focus of leading managers. The managers leading in the market try to achieve the following goals, the first is to achieve considerable sales and other one is that they try to build a strong brand image. Goal of the IMC is to influence the behavior of the target audience (Schultz, 1993). The ultimate goal of IMC is to setup customer oriented sensibilities and business process in all direction of organization and its operations that add value for its customer, help in resource allocation and to achieve competitive advantage (researchandmarkets.com). Common goals of IMC are to create brand awareness, favorable customer attitude and to drive business & revenue (ehow.com).
IMC V/S Traditional Market Communication: 整合营销传播与传统市场沟通:
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