整合营销传播(IMC)成为国内营销界走红一时的理论。营销、广告界人士动辄将整合营销传播作为市场营销的代名词,似乎只有整合营销传播才是营销,只要用了这一方法,一切营销问题就会迎刃而解。事实果真如此吗?美国广告协会和舒尔茨教授对整合营销传播的定义为:“这是一个营销传播计划要领,要求充分认识用来制定综合计划时所使用的各种带来附加价值的传播手段,——如普通广告、直接反应广告、销售促进和公共关系,并将之结合,提供具有良好清晰度、连贯性的信息,使传播影响力最大化。”这一定义的关键在于使用各种促销形式使传播的影响力最大化的过程。让我们来看如下两个案例:1907年的“IMC”案例:美国加州1907年的“新奇士”与 Integrated Marketing Communications (IMC) has become a popular marketing theory in China. Marketing, advertising industry people will often integrate marketing communications as a synonym for marketing, it seems that only integrated marketing communications is marketing, as long as this method is used, all marketing problems will be solved. Is this really the case? The American Advertising Association and Professor Schultz define integrated marketing communications as: “This is a marketing communications program that requires a full understanding of the various added value used to formulate a comprehensive plan The means of dissemination, such as ordinary advertising, direct response advertising, sales promotion and public relations, combine and provide good clarity and coherence to maximize the impact of communication. ”The key to this definition is that The use of various forms of promotion to maximize the impact of communication process. Let us look at the following two cases: 1907 “IMC ” Case: California ’s “Sunkist ” in 1907