整合行銷問題

[KARO]

想問一下Marketing 所講的整合行銷(IMC)是什麼意思, 一直睇文章只係知道傳遞一致的訊息

係咪即係響同一時間透過唔同媒體血外界發放同一消息?

又例如而家有隻手遊叫部落衝突, 佢舖天蓋地咁響巴士,地鐵,電視賣廣告, 佢地係咪做緊IMC?多謝解答

[( ﾟωﾟ)?]

睇完中文都唔知up咩

英文解釋好清晰呀,係透過綜合唔同廣告渠道(傳統,電子媒體,公關,付費廣告等),互補不足,而廣告渠道以客人為中心,以達成行銷活動目的及強化品牌


https://en.wikipedia.org/wiki/Integr...communications

The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels.


The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3]


From the West Virginia University Reed College of Media The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”[4] Gronstedt broadens the definition to include communications with stakeholders, such as opinion leaders, government agencies, media, financial community, and employees.[5]


A more contemporary definition states, "True IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand. "[6] Instead of simply using various media to help tell a brand's overall story, with IMC the marketing leverages each communication channel's intrinsic strengths to achieve a greater impact together than each channel could achieve individually. It requires the marketer to understand each medium's limitation, including the audience's ability/willingness to absorb messaging from that medium. This understanding is integrated into a campaign's strategic plan from the very beginning of planning - so that the brand no longer simply speaks with consistency, but speaks with planned efficacy.[6] This concept inherently provides added benefits that include: a singular/synchronized brand voice and experience, cost efficiencies generated through creativity and production, and opportunities for added value and bonus.

[KARO]

作者: ( ﾟωﾟ)?

睇完中文都唔知up咩

英文解釋好清晰呀,係透過綜合唔同廣告渠道(傳統,電子媒體,公關,付費廣告等),互補不足,而廣告渠道以客人為中心,以達成行銷活動目的及強化品牌


https://en.wikipedia.org/wiki/Integr...communications

The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels.


The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3]


From the West Virginia University Reed College of Media The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”[4] Gronstedt broadens the definition to include communications with stakeholders, such as opinion leaders, government agencies, media, financial community, and employees.[5]


A more contemporary definition states, "True IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand. "[6] Instead of simply using various media to help tell a brand's overall story, with IMC the marketing leverages each communication channel's intrinsic strengths to achieve a greater impact together than each channel could achieve individually. It requires the marketer to understand each medium's limitation, including the audience's ability/willingness to absorb messaging from that medium. This understanding is integrated into a campaign's strategic plan from the very beginning of planning - so that the brand no longer simply speaks with consistency, but speaks with planned efficacy.[6] This concept inherently provides added benefits that include: a singular/synchronized brand voice and experience, cost efficiencies generated through creativity and production, and opportunities for added value and bonus.

多謝解答, 但始終唔明佢咩係一致訊息

[( ﾟωﾟ)?]

睇吓啲整合營銷案例會易明啲

啟動『觀光列車』的精靈--策略性整合行銷
http://www.rail.com.tw/file/m12.shtm


整合營銷傳播理論的案例分析

http://wiki.mbalib.com/zh-tw/%E6%95%...90%86%E8%AE%BA

作者: KARO

多謝解答, 但始終唔明佢咩係一致訊息