整合营销传播理论的双重价值分析——基于媒介、受众、市场三维视角

Double value analysis of integrated marketing communication theory

整合营销传播理论研究阐述始于1993年舒尔茨出版的《整合营销传播》一书。舒尔茨对整合营销传播思想所提出的开创性的阐述,受到了广告业和传播业的广泛关注。新观点的提出改变了许多人对传统的营销传播的刻板印象与看法,也给广告行业和营销行业提供了新的思路,如著名的奥美广告公司重新更名为整合营销传播集团。许多学者不仅从多重角度解释了整合营销传播的理论本质,更对理论的阐述做了进一步的延申,随着专家学者的不断完善,整合营销传播理论内涵更加丰富,因此整合营销传播理论决定了广告理论建构的多样性和复合性,并强调广告理论的发展和拓展必须回应广告业的实际需求。本文旨在分析整合营销传播理论对现当代广告研究的理论价值和操作意义。

the research on the theory of IMC began with Schulz's"IMC"in 1993.Schulz's pioneering exposition of the idea of integrated marketing communication has been widely concerned by the advertising industry and communication industry.The proposal of new ideas has changed many people's stereotype and views on traditional marketing communication,and also provided new ideas for the advertising industry and marketing industry,such as the famous Ogilvy's advertising company renamed as integrated marketing communication group.Many scholars have not only explained the theoretical essence of IMC from multiple perspectives,but also extended the theory further.With the continuous improvement of experts and scholars,the connotation of IMC theory is richer.Therefore,IMC theory determines the diversity and complexity of the construction of advertising theory,and emphasizes that the development and expansion of advertising theory must respond to the advertising theory The actual needs of the industry.The purpose of this paper is to analyze the theoretical value and operational significance of the integrated marketing communication theory to modern and contemporary advertising research.