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1、1外文翻譯原文Title:PRODUCTPLACEMENTININTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGYMaterialSource:LAPPEENRANTAUNERSITYOFTECHNOLOGYAuth:LappeenrantaIndertosufficientlyunderstthenatureofproductplacementonemustalsounderstthemarketingc

2、ommunicationsenvironmentproductplacementispartof.Themarketingcommunicationsmix(alsocommonlyreferredtoaspromotionmix)(Kotler1997604)hasevolvedalongwithanyotherfieldofbusinesscurriculumlikeanyotherfieldithasalsochangeditsn

3、aturefromitsigins.(Percy19971)Thechangeinthemarketingcommunicationpracticeshasextendedtothepointwhereithasbeenclaimedthat”marketinginthe1990siscommunicationcommunicationismarketingthetwoareinseparable”(Schultzetal.199445

4、SchultzinShimp19974).Themarketingcommunicationsmixconsistsofbutisnotlimitedtothefivemajmodesofcommunication:advertisingsalespromotionpublicrelationspublicitypersonalsellingdirectmarketing.Theelementsofthemarketingcommuni

5、cationsmixinteractwitheachotherwithgreatdiversitywhilealsoaffectingitssurroundingframewk.MarketingcommunicationsisconsideredasoneofthefourPsofthemarketingmix(othersbeingproductpricingplacedistribution).Publicrelationshas

6、oftenbeenregardedasamarketingcommunicationsmixelementbymarketingprofessionalsaviewthathasnotalwaysbeensharedinthePRcommunity.Oneviewoftherelationshipsbetweenmarketingmarketingcommunicationspublicrelationsadvertisingasare

7、presentativeofamarketingcommunicationsmixelementisillustratedinFigure5providedbyJamesG.Hutton.InthepasttraditionalmassmediaadvertisingwasthedominatingfeatureInmostcompanies’promotionalmixthefactthatcausedmarketerstorelyh

8、eavilyontheiradvertisingagenciesintheirmarketingcommunications.TherelianceonmassmediaadvertisinghasbeenattributedtothepastSuccessofmassproductionofgoods.Assimilarproductswereproducedinmassquantitiespracticallyeverythingt

9、hat3theLatinverbintegraremeans”tomakewholecompletebyaddingbringingtogetherparts”.IMCcantherefebeinterpretedas”bringingtogethervarioustechniquesfadvertisingpromotingtheproductservicetothebuyer”.(RossiterBelchBelchSirgy199

10、84)RossiterPercyhavedescribedtheessenceofIMCwiththefollowingthreeterms:Byintegratedmarketingcommunications...wemeanthe1)ivecombinationofappropriatetypesofadvertisingpromotion[RossiterPercyusetheterm‘a(chǎn)dvertisingpromotion’

11、todescribewhatisgenerallycalledmarketingcommunicationsinthisthesis]2)meetingacommonsetofcommunicationobjectivesfthebrmeparticularlytosupptasingular”macropositioning”fthebr3)integrationovertimewithregardtocustomers.”(Ross

12、iter2)Persuadingpeopletochooseparticularproductsbrsshopincertainsalesoutletsattendcertaineventsotherwiseinfluencetheirbehaviour3)Inducingactionfromcustomerssohattheirbehaviourisdirectedtowardthemarketer’sofferingisundert

13、akenimmediatelyratherthandelayed.(Shimp199710)Astheseobjectivesarepursueditisimptanttorecallthenotionofmarketingcommunicationsthatallmarketingmixelements(notjustthecommunicationsmixelements)containinfmationtherefecommuni

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