Study On The Marketing Communications Integrate And Implement

Following the development of the global economy will lead to some goods being supplied more than they are needed. A product should be faced with competing with other brands' products. If a company wants to succeed in this competition, modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with the general public, and let more people know about their own brands and products. For most companies it is very important to communicate effectively with the general public. Marketing competitions are becoming more competitive: the retail forms are changing, media environments are changing, consumers are changing, distribution channel environments are changing, science technologies are developing; so company communication also should make some changes. Marketers should develop integrated communication. "Integrated marketing communication"is a way of enterprises' communication developing. Marketing people need to completely understand customers and potential customers and know the cause of their purchasing. Marketers should create a clear and consistent communication strategy based on those needs, then all communication activities should take place around this strategy. They should know how to use major communication tools, and let them deliver a consistent impression, "just like different musical tools, they are played together, and perform a accordant and beautiful tone."The company should also make an intercommunication with consumers, and develop a clear and permanent relationship with them. Only having done this, a company might set up a fine and long-term brand image. This paper analyses the communication and recognition process first, and studies the necessary of Integrated Marketing Communication from the view of communication and recognition. Then it studies how to recognize and use the major communication tools-general advertising, sales promotion, direct response, public relation, and personal sales. Each tool has its own strength and weakness, and they change their ways quickly. Next, it studies the respective integration of fundamental elements -communicational targets, communicational messages, communicational tools and intercommunication. Last, it researches the communication implementation process, how to plan a communication campaign and make all communication activities integrated, following with clarity and consistency communication strategy. So we not only recognize the thought of "Integrated marketing communication", but also can actualize it. The research analyses an integrated marketing communication case of Mr.Kang's red ice tea. It brings forward communication projects, and tries to discuss actual applications and analyzes their excellence and shortcomings, and validates their significance in practice.