现在看来,我们视为经典的整合营销传播,其实是一种对于有效营销传播宽度的布局与把控,即整合消费者正在接触的最大范围的媒体,形成“不同乐器的合奏”。但是,在今天新传播的语境中,面对消费者的介入,传统的整合营销已经感觉到自身的局限,“消费者掌握了寻找内容的信息技术。一方面,品牌把商品信息传播给消费者,另一方面,消费者自己可以获取他想要的商品信息。因此,今天的整合传播必须整合消费者的 What we now see as a classic integrated marketing communication is actually a layout and control over the width of effective marketing communication, the largest media in which consumers are now being integrated, creating ”an ensemble of different instruments.“ However, in the context of new communications today, in the face of consumer intervention, traditional integrated marketing has felt its own limitations. ”Consumers have mastered the information technology for finding content, on the one hand, the brand transmits the product information to Consumers, on the other hand, consumers themselves can get the goods information they want, so today’s integrated communication must integrate consumers