Chapt3 Integrated Marketing Communications

IMC is the method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. focused. Following the concept of IMC, marketing managers carefully work out the roles that various promotional elements will play in the marketing mix. mix. IMC是一种仔细协调各种促销活动的方法， IMC是一种仔细协调各种促销活动的方法， 以制造统一一致的客户关心的消息。 根据IMC理论，营销经理研究出各种促销元 根据IMC理论，营销经理研究出各种促销元 素在营销组合中扮演的角色。
The reason that ad is described as non-personal can be nonattributed to the fact that advertising usually involves one or more of the mass media that enable the advertiser to convey the message simultaneously to large groups of individuals. This has the implication that there is generally no opportunity for the target audience to provide direct feedback to advertising message.s 广告是非个人传播的理由是，它牵涉到1 广告是非个人传播的理由是，它牵涉到1或多家媒 体来似的广告者对许多群体同时传递消息。 这就意味着通常目标观众不能提供对广告的直接 回馈。
Direct marketing
Direct marketing refers to marketing communication techniques, which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behavior or asking for more information. information.
SalesSales-promotion efforts are implemented in the context of either the consumer or the trade and sales force. The first invariably lead to a pull strategy of stimulating consumer demand for the brand, while the latter results in a strong push strategy. 第一种不可避免地产生刺激消费者需要的 “拉”策略,后一种则产生一种推策略 策略,
Advertising Ad is traditionally defined as any paid form of nonnonpersonal communication about a product, a service or a company with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation. 广告的传统定义是：一种需要付款的非个人传播， 这种传播是关于产品，服务或公司，目的是产品 和服务销售，或者 影响消费者对产品，公司等的观念和态度。 这个定义的每一个元素需要简单解释
Chapter 3 Integrated Marketing Communications
Key words: integrated marketing communications publicity public relations reality public relations
3.1 What is IMC
From the consumer’s standpoint, a company’s consumer’ company’ communications are already integrated. The only peoese communications elements are the marketers themselves… themselves…the most common rift typically occurs between personal selling and other elements of the promotional mix. 站在消费者的立场，公司的各种传播是整 体的。 唯一能分散这些传播元素的人是市场人员 自己。最常见的裂缝见于个人销售和其他 元素。
直销是一种营销传播技巧，它能使市场人 员和目标观众直接交流，意在推动消费者 立刻或直接购买行为，或促使消费者咨询。
In recent years it has, however, become such an integral and important element of the overall marketing communication strategy of many companies that it often merits a substantial portion of the total budgetary appropriation and an extensive separate strategy. 直销已经是整体营销中重要的一个元素，往往需 要占据总体开支的巨大部分，并且需要密集的独 立策略。
Sentence Explanation
Ideally, marketing communications from each promotional mix element (personal selling, advertising, sales promotion, and public relations) should be integrated--that is, the integrated--that message reaching the consumer should be the same regardless of whether it is from an ad, a salesperson in the field, a magazine article, or a coupon in a newspaper insert. 营销传播的各种推销组合元素应该是整体 的。传递给消费者的消息应该相同。
Sales promotion Sales promotion is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience, sales force, or distributors. 促销是提供额外的刺激给目标观众，销售 人员或发行人。
Abstract: The article presents the various promotional mix elements which should be integrated for IMC. key points: advertising direct marketing sales promotion personal selling
convey [kən'vei] vt. 传达, 运输, 转移 [kə 传达, 运输, substantial[səb'stæ ʃəl] substantial[səb'stænʃəl] adj. 大量的, 实质上的, 大量的, 实质上的, 有内容的 essence['esns] n. 本质, 精髓, 要素, 香精 本质, 精髓, 要素, forge vt. 锻造, 想出, 伪造, 构建 锻造, 想出, 伪造, inherent[in'hiə inherent[in'hiərənt] adj. 内在的, 固有的 内在的, premium ['pri:miəm] n. 额外费用, 奖金; 奖品保 ['pri:miə 额外费用, 奖金; 险费 sweepstake赌金的独得 sweepstake赌金的独得, 彩票 赌金的独得, campaign[kæ campaign[kæm'pein] n. 战役; 运动, 活动 战役; 运动,
Personal selling is exactly what it says—a form of says— person to person marketing communication in which the seller attempts to persuade the consumer to buy the company’ company’s product or service. Personal selling is particularly appropriate and effective in situations where customers are in the process of developing a personal preference for the product where they are in search of specific info or knowledge on the product, or when they are in the final stage of deciding whether to buy the product or service. 个人销售在如下情形中十分合适有效：当消费者 处于慢慢对公司产品有偏好的过程，当消费者正 寻找产品的具体信息和知识时候，或者当他处于 决策的最后阶段