术语“整合营销传播”的详细信息

英译术语:

Integrated Marketing Communications

汉语语境:

传统的营销传播是以物为中心，而整合营销传播是以人为中心，作为整合营销传播重要环节的广告也不例外。广告传播要达到理想的效果必须从消费者开始，然后再回到品牌。

英语语境:

Communication of integrated marketing focuses on people while that of traditional marketing lays emphasis on things. Advertisement, as one section of the integrated marketing communication, is not an exception. Advertisement communication, to achieve ideal results, must begin from consumers and then return to brands.

英译术语:

IMC

汉语语境:

“品牌”是传播的产物，品牌研究应定位于传播学，提出“品牌传播”概念并进行系统研究。其提出背景为：世界市场制胜的关键是品牌传播。媒介的市场生存需服务于品牌传播，整合营销传播空前凸显品牌因素。

英语语境:

Brand is the result of communication. Studies on Brand should leg on the science of communication to raise the concept of Brand Communication and conduct systematic research. The background of raising the concept lies in: communication is the key factor for winning in the world market; the media needs to serve Brand Communication for its own survival; IMC showcases Brand.