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1、外文翻译原文Title:PRODUCTPLACEMENTININTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGYMaterialSource:LAPPEENRANTAUNERSITYOFTECHNOLOGYAuthor:LappeenrantaInordertosufficientlyunderstandthenatureofproductplacementonemustalsounderstandthemarketingcommunicationsenvironmentproductplac
2、ementispartof.Themarketingcommunicationsmix(alsocommonlyreferredtoaspromotionmix)(Kotler1997,604)hasevolvedalongwithanyotherfieldofbusinesscurriculum,andlikeanyotherfieldithasalsochangeditsnaturefromitsorigins.(Percy1997,1)Thechangeinthemarketingcommunicationpract
3、iceshasextendedtothepointwhereithasbeenclaimedthat”marketinginthe1990siscommunicationandcommunicationismarketing;thetwoareinseparable”(Schultzetal.1994,45;SchultzinShimp1997,4).Themarketingcommunicationsmixconsistsof,butisnotlimitedto,thefivemajormodesofcommunicat
4、ion:advertising,salespromotion,publicrelationsandpublicity,personalselling,anddirectmarketing.Theelementsofthemarketingcommunicationsmixinteractwitheachotherwithgreatdiversitywhilealsoaffectingitssurroundingframework.Marketingcommunicationsisconsideredasoneofthefo
5、urPsofthemarketingmix(othersbeingproduct,pricing,andplace/distribution).Publicrelationshasoftenbeenregardedasamarketingcommunicationsmixelementbymarketingprofessionals,aviewthathasnotalwaysbeensharedinthePRcommunity.Oneviewoftherelationshipsbetweenmarketing,market
6、ingcommunications,publicrelations,andadvertisingasarepresentativeofamarketingcommunicationsmixelementisillustratedinFigure5,providedbyJamesG.Hutton.Inthepast,traditionalmassmediaadvertisingwasthedominatingfeatureInmostcompanies’promotionalmix,thefactthatcausedmark
7、eterstorelyheavilyontheiradvertisingagenciesintheirmarketingcommunications.TherelianceonmassmediaadvertisinghasbeenattributedtothepastSuccessofmassproductionofgoods.Assimilarproductswereproducedinmassquantitiesandpracticallyeverythingthat11wasproducedwasalsosold,m
8、arketerscameeasilytoconclusionthatconsumerswereahomogenicgroupthatwouldbebestreachedwithmassmediaadvertising.(Schultz1996e,139-140;Solomon&English1994,5
