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1. Evaluate two definitions of Integrated Marketing Communications

1.1 Association of American advertising Agencies
The definition can be used for Reference to:
Firstly, it emphasizes in marketing plan comprehensive coordination of marketing communication tools can be used to maximize the effective communication effect. The traditional marketing communication often uses only one or two advertisement, etc, and marketing communication tools, while this definition considers that can effectively coordinate to use more than one marketing communication tool, and the result is much better.
Secondly, this definition reveals “One Spirit, One voice, one image" by the comprehensive use of various communication tools. Further, it implies in the use of various communication tool to remove the process of different transmission technique of various media bias: various communication methods should be equally used and play different roles. The view makes that different media have neither lose their rules, and have the opportunity to fight.

1.2 Belch & Belch
1.3 comparisons of the two definitions
1.3.1 Differences
2. Identify some of the factors that have driven integration
2.1 For customers
2.1.1 to study consumers’ behaviour
2.1.2 To establish good relationship with customers
2.2 For enterprises
2.2.1 To adapt to marketing environment
2.2.2 To do international marketing
2.2.3 To establish long-term good relationship with partakers
2.3 Advantages of IMC
3. Speculate on what the future holds for IMC and brands
3.1 development trend of IMC
3.2 How will IMC affect agency and clients in the future?

References
Belch, G.E., & Belch, M.A. (2001). Advertising and promotion: An integrated marketing communications perspectives (5th ed.). New York: McGraw-Hill.

Gary L.Lilien，Arvind Rangaswamy. (2003). Qinghua University Press

Hendel, I. & Neiva de Figueiredo, J. (1998). Product differentiation and endogenous disutility, International Journal of Industrial Organization 16: 63–79.

Don E.Schultz, 2002，Marketing Communication Planning in a Converging Marketplace．Journal ofIntegrated Communications， (2)：49．

Duncan Thomos，1993，Client perceptions of Integrated Marketing Communications． Journal of Advertising Research (5)：35．

Johnson, (1993), Marketing Channel（third edition）, Prentice Hall, New Jersey,.

Susan P Douglas，C Samuel Craig. (1995), Global Marketing strategy, (International Editions ) McGraw-Hill

Hendel, I. & Neiva de Figueiredo, J. (1998). Product differentiation and endogenous disutility, International Journal of Industrial Organization 16: 63–79.

Hertzberg, (2000), customer behavior and marketing strategy, economic management press, p76.

E. Jerome McCarthy, (2006), essentials of marketing: a global-managerial approach, Irwin Press

Neil Borden, (1990), problems in advertising, McGraw-Hill Book Company

James Gilmore and B. Joseph Pine, (2002), the experience is the marketing, Strategic Horizons LLP

Johnson, (1993), Marketing Channel（third edition）, Prentice Hall, New Jersey,.

Leonidou, (1989), consumer behavior and marketing strategy （ninth edition）, Irwin Mc Graw-Hill.

Shoham, (1997), Marketing Channels A Ma本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。