IMC对终端拦截的指导及终端执行控制

The Guidance of Terminal Acquirement with the Thought of IMC and the Control of Terminal Execution

整合营销传播在本质上是厂商和消费者在同一个信息交流的共享平台上加深沟通 ,增加互动 ,从而促进销售。终端作为整合营销传播一个重要的环节 ,是厂商、商品与消费者直接产生接触的各个点、面 ,厂商需要在一种整合思想的统一下使其形成合力 ,在任何一个接触点上都让消费者产生正面的积累 ,促进销售 。

In nature, IMC is a kind of way to enhance the mutual understanding and interaction between the manufacturer and consumer on the same information communication ground, which is carried out to make sales promotion. Terminal, as an important factor of IMC, is an effective way to make a direct contact among manufacturer, product, and consumer. The manufacturer expects to unite all kinds of marketing ways by using the thought of integrated marketing communication. Thus, in any contacting point, the consumer will obtain positive information about the product and the manufacturer, which can promote the selling and figure the brand image.