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代寫留學生作業,美國廣告公司的整合營銷探索

發布于2020-05-22 作者:留學寫作網 閱讀:
[摘 要]:美國廣告公司的整合營銷探索研究 Integrated Marketing  Communications in U.S.A dvertising Agencies: An Exploratory Study 整合營銷傳播理論. Integrated Marketing Communications,簡稱:IMC. 核心思想是將與企業進行市場營銷所有關的一切傳播活動一元化。..美國廣告公司的整合營銷探索研究Integrated Marketing Communications in U.S.A dvertising Agencies: An Exploratory Study整合營銷傳播理論.IntegratedMarketingCommunicatins,簡稱:IMC.核心思想是將與企業進行市場營銷所有關的一切傳播活動一元化。 Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touchpoints to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach. This paper reviews the development of the concept of Integrated Marketing Communications (IMC) in terms of its theoretical foundations through an exploratory study of IMC within a judgment sample of U.S. Advertising Agencies (total estimated billings-$20.4 billion). The paper considers the arguments advanced from both academic and practitioner sides in relation to what IMC is and whether it offers significant value to advertising agencies and their clients in the rapidly changing communications market space leading toward the next millennium.

[摘要]:美國廣告公司的整合營銷探索研究整合營銷傳播在美國廣告價目機構:一個探索性研究整合營銷傳播理論。整合營銷傳播,簡稱:IMC。營銷傳播在美國廣告價目機構:一個探索整合營銷傳播是一個術語,用來描述一個全面的方法來營銷傳播。它旨在確保消息的一致性和互補利用媒體。這個概念包括在線和離線營銷渠道。網上營銷渠道包括任何電子郵件營銷活動或方案,從搜索引擎優化(SEO),每次點擊付費,會員,電子郵件,旗幟,以最新的網絡渠道網絡研討會,博客,微博,RSS,播客,互聯網廣播和互聯網電視。離線營銷渠道是傳統的平面(報紙,雜志),郵購,公共關系,產業關系,廣告牌,廣播,電視。整合營銷傳播是整合所有的營銷工具,方法和資源,在一個公司內,最大限度地影響消費者心目中某公司開發的整合營銷傳播程序使用的所有元素的營銷組合(產品,價格,地點,促銷)。導致以最低的成本為最大的利潤。一般來說,市場營銷開始從“營銷組合”。促銷是營銷組合的要素之一。促銷活動包括廣告,銷售推廣(銷售推廣和行業),通過使用不同的媒體和個人銷售活動。它還包括網絡營銷,贊助營銷,直復營銷,數據庫營銷和公共關系。所有這些宣傳工具,隨著市場營銷組合的其他組件和集成,以獲得超過競爭對手的邊緣被稱為整合營銷傳播。使用外部的思維,整合營銷傳播是一個數據驅動的方法,側重于確定消費者洞察,并制定一項戰略,用正確的(在線和離線相結合)通道,打造一個強大的品牌與消費者的關系。這需要知道正確的接觸點使用,以達到消費者,并了解如何以及在何處消費不同類型的媒體。回歸分析和客戶生命周期價值是這種方法的關鍵數據元素。本文回顧了發展的概念在其理論基礎上的整合營銷傳播(IMC)通過IMC美國廣告機構(估計總賬單$ 20.4十億)在判斷樣本的探索性研究。本文認為,從學術和實踐雙方的論據就IMC是什么,以及它是否提供了顯著的價值,廣告公司和他們的客戶在瞬息萬變的通信市場空間通向下一個千年
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