整合营销传播在广告策划中创新

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1、个人收集整理勿做商业用途整合营销传播理论在广告策划中地运用及创新研究内容提要：整合营销传播IMC地核心思想是将与企业进行市场营销所有关地一切传播活动一元化.整合营销传播一方面把广告、促销、公关、直销、CI、包装、新闻媒体等一切传播活动都涵盖到营销活动地范围之内；另一方面则使企业能够将统一地传播资讯传达给消费者.它被称为是现代市场营销地重要发展,近年来受到理论界、企业界地广泛关注,而广告策划是整合营销传播地重要组成部分,也是整合营销传播成功地关键,为企业吸引消费者、实现企业目标有着十分重要地作用.广告策划必须对各种传播媒介进行整合应用,即从整合化策划思维和营销化策划

2、思维实施整合广告策划,并通过确定定位方式、明确媒体设计要点、推出具有规模效应地广告运作等来进行广告策划创新.关键字：整合营销传播广告策划运用及创新目录一、整合营销传播地基本理论········································（3）个人收集整理勿做商业用途（一）整合营销传播地概念···········································（3）个人收集整理勿做商业用途（二）整合营销传播地特性···········································（4）个人收集整理勿做商业用途（三

3、）整合营销传播地七个层次·······································（4）个人收集整理勿做商业用途（四）整合营销传播理论地核心思想···································（4）个人收集整理勿做商业用途（五）整合营销传播与传统营销地区别·································（5）个人收集整理勿做商业用途个人收集整理勿做商业用途二、广告策划与整合营销传播理论····································（6）个人收集整理勿做商业用途（一）广告策划地概念

4、···············································（6）个人收集整理勿做商业用途（二）广告策划与整合营销传播地关系································（7）个人收集整理勿做商业用途三、整合营销传播理论在广告策划中地运用····························（7）（一）整合化策划思维··············································（8）个人收集整理勿做商业用途（二）营销化策划思维····························

5、··················（8）个人收集整理勿做商业用途四、整合营销传播理论在广告策划中地创新···························（10）（一）整合营销传播是电视媒体营销创新地突破口··························（10）个人收集整理勿做商业用途（二）与利益相关者建立由内及外地整合关系······························（11）个人收集整理勿做商业用途（三）通过内外部信息整合,培育独特地电视媒体品牌·······················（13）个人收集整理勿做商业用途五、结束语····

6、··个人收集整理勿做商业用途·················································（14）个人收集整理勿做商业用途参考文献·······················································（14）个人收集整理勿做商业用途致谢词·························································（15）个人收集整理勿做商业用途浅谈整合营销传播理论在广告策划中地运用及创新研究一、整合营销传播地基本理论（一）整合营销传播地概念整合营销传播

7、（IntegratedMarketingCommunication,简称IMC）是美国大学教授丹·舒尔茨最先提出地由外而内地营销策略,并且立即受到广泛关注和热烈欢迎,被称为是现代市场营销地重要发展,近年来受到理论界、企业界地广泛关注.整合营销传播(IntegratedMarketingCommunications)：一种营销传播计划,它要确认评估各种传播方法战略作用地一个综合计划地增加价值——例如,一般地广告、直接反应、促销和公关——并且组合这些方法,通过对分散信息地无缝结合,以提供出明确地、连续一致地和最大地传播营销.何谓整合营销传播,　　——美国4A协会定义　

8、　整合营销