Integrated Marketing Communications

In the past 25 years, the Integrated Marketing Communications has become a buzzword in the Marketing and marketing communications, mainly from the serious challenges facing the two aspects: one is Globalization of competition caused by the overall pattern; the other is the information age to form new multi-select the communication barriers. All Indications that the 21st century, even more so. As a response to this challenge, a new type of marketing communication model came into being, this is the Integrated Communication. Integrated Marketing Communication has not only fully integrated marketing and communication with, or even that the integration of a wide range of competition in this era of "marketing that is the transmission of the marketing, the two are inseparable." (Don E, Schultz, 1999). Obviously, the advertising and marketing communications development in order to look at, the emergence of integrated marketing communication has a natural sense.

Integrated marketing communication can be built in the communication model provides a basis. Some scholars believe that marketing, integrated marketing communication approach is a new phenomenon. Others suggest the name is new, but the concept has a very long time. They pointed out that the effective coordination of all marketing and promotional activities in the market research literature has been referred to the value of many years.

Firstly, there is several definition of the integrated marketing communication. Some has been defined by the associations, and others defined by the individuals. The Association of American Advertising Agencies suggest that “a concept of marketing communications planning that identifies the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines - for example, general advertising, direct response, sales promotion and public relations - and combines these disciplines to provide clarity, consistency and maximum...