8.4 : 整合营销传播

Integrated marketing communication is the strategic combination of various marketing channels to convey a unified and compelling message to target audiences. 

IMC integrates advertising, personal selling, online marketing, and other tools for a consistent brand experience.

It boosts brand awareness, fosters loyalty, and drives business growth by seamlessly integrating diverse communication channels and optimizing marketing efforts for maximum impact.

P&G utilizes various promotional tools like television, online advertising, and social media platforms to communicate confidence and trust in their brands.

Lenovo, on the other hand, delivers a consistent message of innovation and reliability using a combination of traditional and digital channels.

IMC strategies vary according to different product categories and industries.

For instance, to create hype for a new mobile phone, companies utilize online marketing and TV broadcasts.

In contrast, for consumer-packaged products, free trials and discounts are relevant.

Additionally, while utilizing these integrated promotional tools, it is crucial to ensure that the conveyed message remains intact and consistent.