代写留学生作业，美国广告公司的整合营销探索

[摘　要]：美国广告公司的整合营销探索研究 Integrated Marketing  Communications in U.S.A dvertising Agencies: An Exploratory Study 整合营销传播理论. Integrated Marketing Communications，简称：IMC. 核心思想是将与企业进行市场营销所有关的一切传播活动一元化。..美国广告公司的整合营销探索研究Integrated Marketing Communications in U.S.A dvertising Agencies: An Exploratory Study整合营销传播理论.IntegratedMarketingCommunicatins，简称：IMC.核心思想是将与企业进行市场营销所有关的一切传播活动一元化。 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]：美国广告公司的整合营销探索研究整合营销传播在美国广告价目机构：一个探索性研究整合营销传播理论。整合营销传播，简称：IMC。营销传播在美国广告价目机构：一个探索整合营销传播是一个术语，用来描述一个全面的方法来营销传播。它旨在确保消息的一致性和互补利用媒体。这个概念包括在线和离线营销渠道。网上营销渠道包括任何电子邮件营销活动或方案，从搜索引擎优化（SEO），每次点击付费，会员，电子邮件，旗帜，以最新的网络渠道网络研讨会，博客，微博，RSS，播客，互联网广播和互联网电视。离线营销渠道是传统的平面（报纸，杂志），邮购，公共关系，产业关系，广告牌，广播，电视。整合营销传播是整合所有的营销工具，方法和资源，在一个公司内，最大限度地影响消费者心目中某公司开发的整合营销传播程序使用的所有元素的营销组合（产品，价格，地点，促销）。导致以最低的成本为最大的利润。一般来说，市场营销开始从“营销组合”。促销是营销组合的要素之一。促销活动包括广告，销售推广（销售推广和行业），通过使用不同的媒体和个人销售活动。它还包括网络营销，赞助营销，直复营销，数据库营销和公共关系。所有这些宣传工具，随着市场营销组合的其他组件和集成，以获得超过竞争对手的边缘被称为整合营销传播。使用外部的思维，整合营销传播是一个数据驱动的方法，侧重于确定消费者洞察，并制定一项战略，用正确的（在线和离线相结合）通道，打造一个强大的品牌与消费者的关系。这需要知道正确的接触点使用，以达到消费者，并了解如何以及在何处消费不同类型的媒体。回归分析和客户生命周期价值是这种方法的关键数据元素。本文回顾了发展的概念在其理论基础上的整合营销传播（IMC）通过IMC美国广告机构（估计总账单$ 20.4十亿）在判断样本的探索性研究。本文认为，从学术和实践双方的论据就IMC是什么，以及它是否提供了显着的价值，广告公司和他们的客户在瞬息万变的通信市场空间通向下一个千年