What Is Integrated Marketing?

English name

Integrated marketing

Right!

English name

Integrated Marketing

Traditional marketing methods, that is, advertising products through the four major media (television, newspapers, magazines, radio), can no longer meet the fiercely competitive market environment; integrated marketing is the use of multimedia combinations, focusing on multi-point advertising, focusing on different races, Consumer demand in different regions, different types, and different levels, a comprehensive and three-dimensional marketing approach.

Chinese name

Integrated marketing

Foreign name

intergrated marketing

Core

consumer

Support point

A sound

It is a marketing method that uses various forms of communication in a comprehensive and coordinated manner to disseminate essentially consistent information to achieve the purpose of communication.

We believe that integrated marketing communications lies in planning and disseminating consistent messaging capabilities. In addition, some scholars who have conducted in-depth research on integrated marketing communications have expanded the definition of integrated marketing communications and made a slightly different statement. For example, Dan is a professor at Northwestern University's Medier College. Don Schultz, Stanley. Stanley Tannenbaum, and Rob, a professor at North Carolina University. Robert Lauterborn, in their 1993 book, sees integrated marketing communications as a new way to integrate advertising, public relations, promotions, purchasing, and employee communication. .

Integrated marketing communication re-examines communication methods from the perspective of consumers. It is like finding a clear and visible information flow among many complicated resources. According to the observations of scholars such as Schultz, in the past, most professional communication personnel always believed that consumers did not know how to distinguish different communication tasks, and regarded them as advertising or public relations. In fact, integrated marketing communication is mainly about how consumers decide whether to buy a product or use a service based on what they see, hear, and feel, not just because of the product or service itself. Make a purchase decision. In the definition of these scholars, it is believed that integrated marketing communication attaches great importance to return on investment, rather than just consuming the budget.

The goal of integrated marketing communication is to directly or indirectly affect the behavior of the communication target. Regarding the various brands or company resources that consumers and potential consumers are exposed to through products and services, integrated marketing communications are considered as potential channels for transmitting communication messages, and consumers or potential consumption will be further used. All forms of communication that can be accepted. In short, the entire process of integrated marketing communications begins with consumers and potential consumers, and is used to reverse operations to determine or choose the form or method of persuasive communication programs.

At the end of 1989, the American Association of Advertising Agencies (Four A's) established a committee to unify the definition of integrated marketing communications. At the same time, the Advertising Association also hopes to test the feasibility of this definition on the client side. According to the definition of the Advertising Association, integrated marketing communication is "a concept of marketing communication planning, and it emphasizes the added value brought by this comprehensive planning. This comprehensive planning can be used to evaluate various communication methods- -Strategic roles such as advertising, direct marketing, promotions, and public relations-and a combination of these methods to provide clarity and consistency in communications and increase the impact of marketing programs. " ^[1]

Recently, research reports have defined integrated marketing communications as: "strategically integrating all communications and media resources used by a company to increase its brand value." The marketing and communications managers of many companies (not advertising agencies or other marketing communications agencies) have been asked a question: "What are the benefits of integrated marketing communications for their businesses?" According to the five-point scale (five- "point bipolar scale" is expressed as "one" for "very valuable" and "five" for "very worthless", and the average marketing manager s response to the above question was 1.76. Most interviewees stated that in the next five years, their companies will pay more attention to the use of integrated marketing communications. Of course, they also expect to work more closely with advertising agencies and other small advertisers. . There is no doubt that marketing or communications managers believe that integrated marketing communications is a very important and valuable concept, and its role within the organization will become even more important.

Regardless of the fact that some marketing managers believe that advertising agencies may not be able to do a good job of integrated marketing communications, it is undeniable that advertising agencies still play a very important role in the integration of marketing communications. However, if the advertising agency wants to play this important role, it must adjust and modify the agency activities, organization, ability, and thinking before the marketers in the market can accept the role of the advertising agency. Roles. For now, however, the integrated marketing communications services provided by advertising agencies are neither required by their customers nor aroused by them.

In the early 1990s, many large advertising companies or groups actively developed integrated marketing communications businesses and positioned themselves to provide a full range of marketing services to meet the expectations and needs of all marketers. However, some of the top advertising companies now seem to be gradually abandoning this one-stop shopping approach and using organizational reorganization to set a new paradigm for integrated marketing communications. The changes made by these advertising companies include reorganizing some important departments to prove that their customers can obtain more valuable marketing assistance than those of other advertising companies. The Chairman of the American Advertising Association once said: "Integrated marketing communication is not to do everything for every customer, many large advertising companies have mistaken this concept!" He echoed the research mentioned earlier, It is pointed out that although 85 percent of advertisers have stated that they need to integrate marketing communications services, only a small number of advertisers believe that their advertising companies can indeed provide such services. All in all, regardless of the changes in marketing methods as mentioned above or other different changes, the entire environment has formed a climate that gradually guides the strategic planning and execution of marketing communications and moves towards an integrated direction; and integrated marketing Communication is a very effective way to help marketers in the market respond to these changes in marketing methods.