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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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