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整合营销传播与组织绩效 [4]

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：7477

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。

oks.elsevier.com) explained the differences in IMC and Traditional approach.

 

Integrated Marketing Communication

Traditional Marketing Communication

Synergy function: Integrated into one

Isolated function: Partitioning

Customer-Oriented, start with the customer needs and wants

Organization-Oriented, start with the goals and product

Coherent communication programs

Breaking communication programs

Brand/Relationship building objective

Short-term objective

Targeted to stakeholder segment

Widespread audience

 

Factors influencing the IMC: 整合营销传播因素的影响：


There are different factors that influence the IMC. According to Schultz (1996) IMC just not only rely on integration of promotional mix, it also heavily depends on infrastructure, staffing, marketing budget and skills. Kitchen et al (2004) described the nature of business, marketing development and required investment by business as factors influence the IMC. According to Vargas (2005) nature of the product, nature of the market, stage in product-life-cycle, price and funds available for the promotion influence the IMC. Reid (2005) considered attributes of the organization including type and size, as well as position in the market as influencing factors.

 

IMC and Brand Equity: 整合营销传播和品牌资产：


Brand equity can be defined as the differential effect of brand knowledge on consumer's reaction to the brand marketing, it occurs when the consumer is close with the brand and contains some favorable positive strong and unique brand associations in the memory. Kitchen et al. (2004) identified that IMC is not only a communication process, but also a process connected with management and brands. Schultz, Tannenbaum and Lauterborn (1993) explained the impact of IMC on brand equity in terms of 'contacts', a contact is any information-bearing endure that a customer has with the brand, including experience of using the product and the words of mouth. According to Schultz (2004) IMC has been suggested as a strategic business process that could cause to establishing brand value. It is widely accepted that influential communication is important in enabling the creation of brand awareness and brand image, that is, brand equity. According to Chang and Thorson (2004) IMC, with synergy among the several communications vehicles as its essential concept, could potentially generate the greatest persuasion impact in consumers' encounters with brand contacts.

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