现在的“广告”已经不再是狭隘地仅指“电视或报纸广告”了,我们同时还做直销营销、事件营销、赞助、公关活动、促销活动……面对激烈的市场环境,应把握所有沟通管道去主动接触消费者,因此与其说“广告”还不如定义为“整合营销传播”(IMC)。整合营销传播这个概念在中国广告界谈了将近十年,实际上这个 The current “advertising” is no longer narrowly refers only to “television or newspaper advertising”, and we also do direct marketing, event marketing, sponsorship, public relations activities, promotional activities ... the face of a fierce market environment, we should grasp all Communication channels go proactively to consumers, so “advertising” is by no means “integrated marketing communications” (IMC). The concept of integrated marketing communications has been in the Chinese advertising community for nearly a decade, in fact this