Brand Integrated Marketing Affects Consumer Purchase

October 16th,

IMC is the operation of all brand communication activities and marketing tools in enterprises, and comprehensively and harmonously disseminating various forms of communication methods, aiming at different consumers, with a unified goal and a unified image, passing the same product information, and carrying out the "one to one" or even "many to one" communication, so as to achieve two-way communication between consumers and form a comprehensive, integrated impression and emotional identity. This enables consumers to establish a relatively stable and unified brand recognition process, rapidly establish the position and loyalty of product brand in the minds of consumers, establish a long-term and effective close relationship between product brands and consumers, and achieve the purpose of advertising communication and product marketing more effectively.

Integrated marketing is a systematic combination of various marketing tools and means.

The most important theme of integrated marketing is the debate on whether the target market is more targeted.

Marketing is not aimed at the majority of ordinary consumers, but rather for people who consume less.

The "tailored" approach maximizes customer satisfaction.

From the perspective of enterprises, IMC disseminating consistent information through advertising, promotion, public relations and other means, integrating communication strategy to provide brand and product image.

From the perspective of media organizations, IMC is not a specific media implementation exercise, but a system composed of multiple media to provide better services to advertisers.

From the point of view of advertising companies, IMC is not only advertising, but also flexibly use the necessary promotional methods, such as promotion, public relations and packaging, to integrate them and provide services to advertisers.

From the perspective of researchers, IMC can use databases to win more consumers.

From the standpoint of consumers, we should carry out enterprise activities and build a way of communication to provide consumers with the necessary information in an acceptable way.

In today's highly competitive market environment, only circulation and dissemination can produce differentiated competitive advantage, spread the brand loyalty that can create higher interest relationship, and make the organization profit continue to grow.

Thus, IMC theory has modified the traditional 4P and 4C marketing theory, and can produce synergy effect.

This process should be balanced and persuasive for consumers, customers and their target or potential public.

For this reason, we should first decide the priorities of various means and methods of communication that conform to the actual situation of enterprises. Through the management process such as planning, adjustment and control, we can integrate effectively many stages of corporate communication activities, and then continue to use such communication activities.

Professor Schultz E, the founder of integrated marketing communications, once added that IMC is not an expression, a voice, but a concept composed of more elements.

IMC develops and implements persuasive communication with potential customers and current customers.

The purpose of IMC is to directly influence the communication form of the audience. IMC considers all the elements (such as brand) that consumers and enterprises are exposed to.

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Yang Long, marketing expert of Chinese brand planner, pointed out that the brand integrated marketing communication in the Internet age must have a new concept: "traditional brand marketing planning and brand promotion combined with e-commerce application and network marketing strategy" is the new "integration" strategy and new concept of brand integration marketing and dissemination in the Internet era.

Yang Long put forward the idea of "new integrated marketing" to integrate and reorganize marketing and communication activities under all online and offline businesses, such as news hype, advertising, public relations, sales promotion, e-commerce, network marketing, brand packaging, product development, etc., so that stakeholders can get consistent information on a brand from different information channels, so as to enhance the consistency and integrity of brand appeal, implement unified allocation and unified utilization of information resources, and improve the utilization ratio of resources.

The effectiveness and efficiency of brand information dissemination will be effectively improved.

The theory of "new integrated marketing" has been widely accepted by the marketing circles.