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Integrated Marketing Communication IMC 1990

IMC

IMC
IMC

IMC

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(02)2705-5066

Integrated Marketing Communication

IMC

IMC

IMC
IMC
IMC

IMC

4 7

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hope88 @ xuite.net

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IMC .. 1
1

360 IMC
1
2
3
4
5

IMC 4
360 9
IMC 29
IMC 33
46

2 ....................... 49

Part

51
1
2
3
4
5
6
7
8
9
10

52
67
IMC 72
72
Story 75
5
IMC 82
98
106
IMC 109

1
2

80

113

115

114

CONTENTS

Part

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CONTENTS

121

1 City Caf
2OSIM 127
3 135

122

4 142
5 150
6SOGO 153

Part

.... 161
5

1
2

3
4
5
6
7
8

163

164

167
171
Advertising Decision 175
185
188
189

BBDO 196

1
2
3

201

Media Analysis 202

Media Planning &
Media Buying 209
221

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IMC ........ 227

7

Sales Promotion
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24

229

238
243

237

244

249
252
253
255
257
258
260
261
263
POP 264
265
266
268
269
270
271
271
272
273
273
274

CONTENTS

Part

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CONTENTS

Part

Public Relationship

10

275

281

1
2
3
4

IMC 282
In-store Marketing 284
285
Event Marketing 286

5
6
7
8

Internet Marketing 289

Channel Marketing 293
296
Marketing Strategic Alliance

297

IMC .....301
11

P&G SK-II
1

303

SK-II 304

12

Story
319

13

327

14

High
349

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......................................... 367
15

369

16

375

381

IMC

385

389

CONTENTS

Part

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(02)2705-5066

IMC

360 IMC

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360 IMC

www.wunan.com.tw
(02)2705-5066

Integrated Marketing Communication

imc

1990 IMC

1-1

13
IM Business Power
11
IM Communication Power

IM Organization Coordination Power

7
IM IT Power

1-1
IMC: Integrated Marketing Communication

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13

1-2 13


13

13

1-2

13

Chapter 1

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360 IMC
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Integrated Marketing Communication

1-3
11
DM 11

11

CF

APP

E-Mail

POP

T/M

DM

1-3

One-Voice

One-Image

Branding

Sales

Reputation

11

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One-Voice

1-4
Fit

1-4

DM

Chapter 1

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360 IMC
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Integrated Marketing Communication

IT

IT
1-5 IT POS
CRM GIS DSIS

IT

POSPoint of Sale

IT

CRM
GIS
DSIS
Advertising Effect

Market Survey

Data-Bank

1-5

IT 7

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IMC

IT IMC

IMC =
IMC
IMC

360

Integrated

Marketing

Communication

Chapter 1

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360 IMC
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10

Integrated Marketing Communication

V.S

EX

EX +
+
+ DM
+ DM
+ + +

IMC

Target Audience, TA

TV

TVCF

NPMGDM

NPMGDM

internet

OOHout of home

APP

RD

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Chapter 1

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360 IMC
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11

12

Integrated Marketing Communication

26

12

DM

1-6

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360&

DM

1-7
Chapter 1

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360 IMC
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13

14

Integrated Marketing Communication

27

CF

POP

LV 2,000
SONY Bravia 101

27

MGM

EX

2 1

e-DM

S SRain

P&G 6

LV
Carmival

Nokia

T/M

EX

7-Eleven Hello Kitty

DM

VIP

1-8

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LV

5,000 2,000

SNG

& 5
IMC
5

Mix Package

Synergy

Chapter 1

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15

16

Integrated Marketing Communication

IMC

IMC

IMC

IMC

&

1 + 1 > 2

1-9

&

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IMC +
revenue
profit

market share
customer satisfaction

V.S
Above the line V.S Below the line

ATL

BTL
marketing

ATL

DM
POP

BTL

Chapter 1

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17

18

Integrated Marketing Communication

ATL
Above the line

BTL
Below the line

TV
NP
MG
RD
OOH

CRM

SP

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DM DM

DM

Chapter 1

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360 IMC
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19

20

Integrated Marketing Communication

TVCF

Jolin

IMC

TVCFNP

IMC

Event

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496

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