Integrated Marketing Communication Concept Of Theory Construction

In the last 10years in 20^th century, marketing management and marketing communication face fierce challenges mainly from two aspects. One is the overall competitive pattern caused by global integration, the other is the new communication obstacle formed by diversified choices in information era. There is every indication that they will go even further in 21^th century. As respond to these challenges, Integrated Marketing Communication (IMC) represents a new market pattern and an active communication choice in the background of information era. In the term of theory, the proposal of IMC has a 10-year history. The theoretical system, however, has not yet been fairly comprehensive. In its origin USA, though commonly identified, no systematic cognition of the theory has formed. Since IMC is still in the phase of introduction in China, not any in-depth research achievements have been made so far. This paper will combine the new international research advance and refer to the relevant achievements of experts of IMC. In addition, it will make a comprehensive introduction to IMC, based on which creative thinking is conceived and research achievements with innovative values are made. To a certain extent, it extends the theory of IMC and fills in the gaps in this field in China.The innovative values of this paper mainly embody as follows:1. Systematized the theory of IMCSince Schultz formally proposed the concept of Integrated Marketing Communication (IMC), the cognition of it is always in changes. From Don E. Schultz to Tom Duncan, their cognition has not yet been formed to be a well-organized theoretical system. In spite of Schultz himself, his successive introductions to the theory of IMC are different. All of these affect the stability and consistence of the construction of the theory. The creation of this paper in this aspect primarily embodies in the systematization of their achievements. And by relevant research and evolutionary research method, it will provide them with the relatively rigorous regulations in the theoretical aspect.2. Improved the logical frame of the theory of IMCAlthough periodical factors of the formation of the theory and variations of the surroundings, IMC has formed a series of key concepts and basic values. However, these concepts and values have not been concluded to be a fairly standard mode of theory. Furthermore, despite masters of IMC have made great contributions, their theories are loose and lack of certainty in the term of logic, because of their neglect of abstract thinking. The creation of this paper in this aspect primarily embodies in the abstract demonstration by theoretical thinking. In the research, key concepts and core values will be analyzed in-depth, and through relevant research, key concepts and core values will be made to form a complete logical process.3. Proposed that IMC first of all is a notion The due attributes of IMC result in more concerns in the aspect of operation in IMC for a long time, whether in theory or in practice. In this point of view, from Schultz, Duncan to many experts during this time, there seems to be no exception. Therefore, I propose that IMC first of all is a notion and make thorough discussions to prove it. This is the first time for determination in cognition of IMC in this field. The creation of this paper in this aspect embodies in the promotion of IMC from a concrete operational level to a generalized ideological level. In the research, 1 bring in the contemporary evolution idea to explain scientifically the formation of the notion of IMC from the point of cultural thinking evolution and the government of this notion to the traditional marketing communication.4. Resolved the contradiction between theoretical identity and operational perplexityIMC, as a new theory, though commonly identified in the profession, there are still perplexity and contradiction in operational aspect attributed to the confusion and vagueness in cognitive aspect. The distinct expressions are that people always appreciate the theory of IMC while they feel it difficult to apply this theory effectively in practice, and they understand that IMC is a brand-new thinking method while they are confused at IMC's dependence on traditional marketing method. On one hand, they believe that it is fairly urgent to apply IMC, one the other hand, they have no idea how to apply and, what is more, they think the time and conditions for it is not yet ripe. This paper will focus mainly on the changes of the theory of IMC in concrete application and lay special emphasis on the explanation to the revolutionary transformation in the application of various marketing communication methods resulted from idea transformation in IMC. It will not only smoothly resolve the interaction between IMC and traditional marketing communication, but also propose a new definition of traditional marketing communication from the point of objectives, targets and communication.5. Re-defined the role of brand as the ultimate value of IMCOne of the most advanced developments made during the time from Schultz and Duncan is, to bring the brand relations in the system of IMC research and regard brand assets as the ultimate value pursuit. However, because of the uncertainty of the brand itself and the over-amplification of the brand functions in brand research, it causes that whether in practice or in theory, brand management is applied in stead of marketing management, and causes the emptiness in brand method application. In the light of the above, this paper will probe into the brand connotation and brand values from the point of the history and evolution of brand. I hold the idea that taking brand simply as a kind of assets is not in accord with the practical status in enterprise. Brand assets is lack of accurate and measurable value criteria. In the view of strategic management, brand is only a tache in the whole chain of marketing values. It would be better to take brand as assets rather than to take it as a source. And whether to integrate the brand need to evaluate whether this kind of source is favorable to create advantages in the competition.6. Returned IMC to the frame of marketing communication researchIn macro, IMC almost involves in every aspects of the forms of the organization and the mode of behavior, therefore the cognition and application of IMC always go beyond the category of marketing communication. This leads to two possible obstacles. One is the inelasticity of existing forms of organization, and the other is the disharmony of pluralistic grasp in IMC application. The reason is that all of the related factors are classified to IMC. Because it over-amplifies the operational range of IMC, it affects the pureness and significance of the theory. This paper is established in the significance of marketing communication to probe into IMC. By demonstrating the concepts, analyzing the relations and defining the theories, I intend to return IMC research to the category of communication research. It is favorable to avoid the emptiness in research.