Chapter 32 Chapter 30: Integrated Marketing Communications (IMC) that Mobilizes All Positive Factors

The prevailing view today is that communication is a two-way dialogue between a company and its customers at the pre-sale, sale, consumption and post-consumption stages.In addition to asking "how do we reach our customers", companies must also ask "how do we make customers reach us". The development of integrated marketing communication is the most important development in the marketing field in the 1990s, and the theory of integrated marketing communication has also been widely recognized by the business circles and marketing theory circles.As an operational theory with strong practicality, integrated marketing communication theory emerged in the United States, where the commodity economy is the most developed.Under the situation of economic globalization, in recent years, the theory of integrated marketing communication has also been widely disseminated in China, and "integrated marketing fever" once appeared.

Microsoft launched its Windows 7 operating system in October 2009.On the day of launch, Microsoft teamed up with Hunan Satellite TV's "Everyday Upward" to create a special Microsoft program.In this episode of the program, Microsoft's gifted scholars and beautiful ladies performed on the same stage with Wang Han, the head host of Hunan Satellite TV. Technology and humanities complement each other, which aroused the amazement of the industry. "Everyday Upward" is a talk show on etiquette and social morality launched by Hunan Satellite TV. It takes etiquette and public morality as the theme, but it is also very entertaining. "Make the audience laugh once every 3 minutes" is the goal of "Everyday Up". Most of the loyal fans of "Everyday Upward" are teenagers and mainstream users of computers.Even Wang Han who "doesn't need a computer" can use, want to use, and love to use Windows7, which can release the signal of "easy to use" of Windows7.

In this episode of "Everyday Upward", the names of "Microsoft" and "Win7" appear frequently in the subtitles, strengthening the brand image of Microsoft and Win7.Not only that, but in the link of employee recruitment and experience of Microsoft products at home, the company made full and in-depth introductions to Microsoft products, making the powerful functions of the WIN7 operating system deeply rooted in the hearts of the people.In addition, through the talent show of Microsoft employees and various activities at Microsoft headquarters, it vividly reflects Microsoft's innovative and progressive corporate culture.

The program jointly created by Microsoft and Hunan Satellite TV has been well received by the audience and sparked heated discussions on the Internet.At the same time, Microsoft cooperated with portal websites such as Tencent and Sina to set up special topics released by WIN7 on major websites. Of course, the video click rate of the Microsoft special program of "Everyday Upward" also soared. Microsoft's WIN7 operating system launched a major attack, and cooperated with various media such as online media, print media, and TV to interact with users across the country, and spared no effort to do enough work for the launch of the WIN7 operating system. Naturally, the sales of the WIN7 operating system was a success. More importantly, the image of Microsoft has also been significantly improved in the process of this diversified integrated marketing communication.

As an active and innovative Internet company, Microsoft also takes the lead in marketing and communication methods. It integrates all new media and maximizes the sales of its products. It can be said to be a model of integrated marketing communication. The core idea of ​​Integrated marketing communications (IMC) is to unify all communication activities related to the marketing of enterprises.On the one hand, integrated marketing communication covers all communication activities such as advertising, promotion, public relations, direct sales, CI, packaging, news media, etc. within the scope of marketing activities; on the other hand, it enables enterprises to convey unified communication information to consumers .Therefore, integrated marketing communication is also called Speak With One Voice (speaking with one voice), which is a unified strategy of marketing communication.Marketing experts remind that the following two aspects need to be paid attention to during the implementation of integrated marketing communication:

1.Tactical continuity.Tactical continuity refers to the consistency of the creative elements in all marketing communications.For example, you can use the same slogan, label description, and the same industry characteristics in all advertising and other forms of marketing communication in a marketing communication tactic.Psychological continuity refers to a consistent attitude towards the institution and the brand. It is the consumer's perception of the "voice" and "character" of the company. This can be achieved through a consistent theme, image or Intonation and so on.

2.strategic orientation.Strategic orientation is designed to accomplish strategic corporate goals.Although many marketing communication experts produce extraordinary creative advertising works, which can deeply move audiences and even win advertising or communication awards, they may not help the organization's strategic goals, such as sales, market share and profit goals.What can promote the tactical integration of a marketing communication is its strategic focus. Messages must be designed to achieve specific strategic goals, and media must be selected by considering them in favor of strategic goals.

Integrated marketing communication means that all departments in the enterprise work together for the benefit of customers. It integrates external communication tools and information to provide clear and consistent information through "one voice" and establish a unified external "brand". It also integrates the internal marketing, production, R&D and other departments of the enterprise to jointly establish an "information source", so that consumers can get a good perception at various "information contact points". China has entered an era when various brands are emerging together. How to make one's own brand stand out is a problem that must be treated scientifically.And Chinese consumers are increasingly surrounded by a large number of advertisements.Integrated marketing communication must use various communication and marketing means to spread the same brand image and make the brand stand out.

The competition in the domestic men's clothing market is quite fierce, new brands are constantly emerging, and homogeneous competition is becoming increasingly serious.After research and analysis, it was found that Qipai men's clothing changed the product brand from "Chinese stand-up collar" to "Chinese stand-up collar", making it have a strong cultural connotation. In terms of means of communication, Seven Pai adopts a strategy of public relations as the core for integrated communication.Before launching the "China Stand Collar", the brand concept of "fashionable China" represented by "China Stand Collar" was first injected into Qipai to elevate the brand image of Qipai and pave the way for the listing of "China Stand Collar".

Afterwards, Qipai sponsored the "Encounter with Celebrities Square" - the interpretation of "Fashion China", allowing the guests to wear Qipai and interpret the concept of "Fashion China" expressed by the China Stand Collar, which attracted the attention of major newspapers, networks, and TV stations. According to reports, the image of Qipai as "Chinese Standing Collar" became popular all over the country overnight.Subsequently, Qipai men's clothing adopted the "key breakthrough" strategy to accurately disseminate in key target markets and promote product sales.

In June 2004, with the European Cup coming soon, Zhonghua Standing Collar considered that many of its target customers were football fans, and finally decided to use football as the carrier of communication, and introduced the international footballer - Figo as the image ambassador of Zhonghua Standing Collar, and jointly performed "Fashion China" with Jet Li .During the European Cup, around the core message of "every man should have a Chinese stand-up collar", the product concept of Qipai's "Chinese stand-up collar" was promoted in an all-round and multi-level manner. During the nearly one-month European Cup period, Qipai cooperated with the two most famous football newspapers in the country, "Sports Weekly" and "Football News", to plan the column "Sevenpai Fan Bar", and invite well-known sports commentators to use In the form of a "virtual bar" to comment on the ball, it attracted the attention of the fans; at the same time, it held the "Seven brand men's clothing, if you have the ball, you must win" European Cup prize guessing activity to increase the participation of fans. Through sports sponsorship or public welfare activities supplemented by the spread of corporate image, "Fashion China" has been further sublimated in the brand concept of "building national ambitions and creating world famous brands".The successful promotion has led to the rapid growth of market sales.Since its appearance in CHIC in March 2004, within one year, the Chinese stand collar brand has created a gold nugget myth from 0 to 300 million yuan. Focusing on the core communication theme of the Chinese stand-up collar, Qipai Menswear strategically plans multiple closely connected public relations events in four stages, and cooperates effectively in the media news communication throughout the process. Through successful integrated marketing communication strategies, it comprehensively shapes the Chinese stand-up collar. product brand. When we implement integrated marketing communication, the core and starting point is consumers. Enterprises must use all means of the information society to know what kind of consumers are using their products, establish a complete consumer database, and establish a brand with consumers. Loyalty; and when using various means of communication, spread a consistent brand image.Marketers suggest that when we implement integrated marketing communication, we can go through the following steps: 1.Establish a consumer database: that is, to establish a database of consumers and potential consumers. The content of the database includes personnel statistics, psychological statistics, consumer attitude information, past purchase records, and so on. 2.Research on consumers: Consumers can be divided into three categories, loyal consumers to the brand, loyal consumers to other brands and wandering consumers.Grasping the past behaviors of these three kinds of consumers will infer what consumption actions consumers will take in the future. 3.Contact management: that is, enterprises can communicate with consumers at a certain time, place or occasion, and then decide to decide "how and when to contact consumers" and what method to use to contact consumers. 4.Develop a communication strategy: what kind of information should be disseminated under what kind of contact management, and formulate clear marketing objectives for the integrated marketing communication plan. 5.Innovation in marketing tools: Decide what marketing tools will be used to accomplish this goal. 6.Combination of communication means: choose all communication means that help to achieve marketing goals, as long as they can help achieve marketing and communication goals, they are powerful means in integrated marketing communication. Marketing communicators must first have a clear target audience in mind.The audience may be potential buyers, current users, decision makers or influencers of the company's products; it may also be individuals, groups, special public or general public. The communication process begins with a clear target audience in mind: potential buyers, current users, decision makers or influencers of the company's products; the audience may be individuals, groups, special audiences or the general public.Determining the target audience will greatly influence our decisions. Since the launch of Chery QQ in 2003, Chery QQ has become the king of mini-cars in China by virtue of its excellent performance, successful marketing communication and meticulous after-sales service. The sales volume of minibuses was not bad in the early 1990s, but since the mid-1990s, major cities have canceled "noodles" and restricted minibuses, and the growth rate of minibus production has declined rapidly.Under such circumstances, Chery Automobile Co., Ltd., through careful market research, makes its new product different from ordinary minibuses in that it is the size of a minibus and the configuration of a car. After careful market research, Chery positioned the new product as "the first car for young people" and targeted young people in their 20s and 30s.Because young people are interested in new things, they are imaginative, advocating individuality, active in thinking, and pursuing fashion.As for the product name, it broke through the stereotype that the traditional brand name is either foreign or ancient, and chose the name QQ. QQ means "I found you" in the Internet language, full of sense of the times and affinity, and simple and clear. Catchy and full of impact. In terms of brand personality, "QQ" has been endowed with a brand personality of "fashion, value and self", which injects the psychological emotions of consumer groups into the brand connotation.At the same time, in terms of advertisements, create advertising images with popular and fashionable language such as "the first car for young people" and "show my true colors", vividly depicting the psychological feelings of the target consumer groups who pursue themselves and show off their individuality. Create emotional resonance with target consumer groups. As a brand-new brand, "QQ" selects newspapers, magazines, TV, Internet, outdoors, magazines, activities, etc. that the target group cares about after carrying out market segmentation and brand positioning, and invests in three-dimensional integrated communication. To the selection activities of the media, the interaction of the national market has been formed, and a good marketing atmosphere has been formed for the market.In all marketing communication activities, especially online competitions, animation and interior decoration competitions, the target consumer groups are involved, and the brand is subtly integrated into the hearts of the consumer groups in the experience, and the emotional resonance with consumers is achieved. Good marketing effect. The QQ mini-car was launched in May 2003, and received good market response in June. By December 2003, it had sold more than 28,000 units and won many awards at the same time. After Chery QQ went public, it quickly won the favor of young people. Its success lies in the fact that it has identified the needs of the target group, then manufactured the car they need, and used the unique communication strategy and marketing combination to attract consumers. The resonance of the audience, and then an instant hit, sold all over the country. Chery QQ targets young people as the target customer group, starting from the direct users of the product.In the marketing process, our target audience selection can be considered from two aspects: one is the direct users of the product, and the other is the people and organizations that have a direct influence on or even play a decisive role in the choice and purchase of product users or other factors.In order to implement the marketing strategy accurately, the following points should be paid attention to in general: 1.All means of marketing communication are developed around the target audience, and all communication content and means are effective only if they target the correct target audience. 2.When determining audience targeting, consider that sometimes it is the second type of target audience that needs to be reached first. 3.Different types of target audiences are also reflected in different cognitive stages and cognitive levels. The judgment results of these two factors determine the content of key communication information, communication strategies and public relations activities. Marketers can seek the cognitive, emotional or behavioral responses of the target audience, that is, marketers want to instill certain ideas in consumers, change consumers' attitudes or make consumers take action. After defining the target market and characteristics, marketing communicators must determine the desired audience response.The final reaction is of course purchase and satisfaction, but purchase behavior is the final result of the long decision-making process of consumers, and marketing communicators must know how to push the target audience to a higher state. In 2003, according to McKinsey's survey of Chinese mobile users, China will surpass the United States to become the world's largest wireless market.The new generation of consumer groups under the age of 25 will become the largest value-added group in the mobile communication market in the future. Therefore, China Mobile has formulated a brand strategy oriented towards subdivided customer groups, targeting 15-25 year olds among numerous consumer groups. Students and white-collar workers in the age group will create a new value-added market.This consumer group pursues fashion more, is interested in new things, has strong curiosity, and is eager to communicate. They advocate individuality and active thinking. They have strong brand awareness and low loyalty to brands. They are easily interacting consumers. group. According to the characteristics of target consumer groups and product characteristics, China Mobile has formulated the following staged communication goals: The first period is from March 15th to April 15th, 2003. It mainly gathers various mass communication tools to widely inform the market, and the promotion theme is: "M-Zone is fully launched".This stage is the stage of informing the concept of the brand name and bold lines, followed by the promotion of products and services. The second period is from April 15 to September 15, 2003. M-Zone launched a brand spokesperson at this stage.Promotion theme: Fun with the Youth Communication Autonomous Region.Mainly Jay Chou demonstrates various benefits of the M-Zone business, followed by in-depth and detailed product promotion. The third segment is from September 15, 2003 to July 2004. The theme of the promotion is: Show off your privileged status, right in the M-Zone.This stage is the stage of in-depth promotion of business and in-depth communication of brand culture. The purpose is to let the target audience have a brand self-identity and identity recognition, and clearly feel "Oh, so I am from M-ZONE"."Looking for M-ZONE" in this period was designed for this purpose. The fourth paragraph is after July 2004, the promotion theme: expand my territory.After going through the identification of interests in the general theme of the first stage, "My territory, I am the master", in order to cooperate with the further deepening of marketing, M-Zone directly takes the marketing goal as the theme of brand promotion in the fourth paragraph.Moreover, the brand culture promotion at this stage has also begun to be slightly adjusted and transferred on the basis of the original, and the original simple "play" has been refined to "active pursuit of entrepreneurial ideals", because this group of people will not because of Playing around and losing the possibility of growing into high-value customers. With careful goal setting and a strong communication offensive, M-Zone not only achieved but also far exceeded its goals.In just 15 months, M-Zone has "moved" 20 million target groups, that is to say, a new user of M-Zone is born every 3 seconds on average.According to China Mobile's incomplete statistics at the end of 2003, compared with those without the M-Zone brand: SMS traffic increased by more than 63%, point-to-point SMS service revenue increased by more than 30%, and SMS value-added service revenue increased by more than 45%. The success of M-Zone lies in the fact that China Mobile, on the basis of establishing target customer groups, reasonably formulates staged communication goals and successfully realizes brand communication and promotion. In the whole process of marketing, it is very important to determine the communication target, and to determine the target response is the key content to improve the communication work.In fact, analyzing the successful communication goal of M-Zone is based on a clear understanding of consumers and the consumer market.When we set marketing goals, we need to consider the progression and changes of consumers' acceptance level: 1. Recognition: If a product is to be sold, it should first allow consumers to "note" and "know" the existence of the product.Therefore, when a new product is launched, the goal of communication should be to help people understand the product. 2 Understanding: The communication goal at this stage is mainly to enable the target audience to understand the characteristics, functions and values ​​of the product in detail, and to provide them with a basis for evaluation. 3 Likes: When consumers are fully aware of the advantages of a product, they will naturally evaluate it and compare it with similar products to get a good or bad impression. 4. Preference: The target audience may like the product, but not particularly. For this reason, the communicator tries to establish consumer preference.Communicators can also check the effectiveness of the campaign by re-evaluating audience preferences after the campaign. 5. Persuasion: The target audience may prefer a certain product, but has not yet established the belief to buy it.The task of the communicator at this point is to demonstrate that the target audience has established this belief. 6 Purchase: Some people in the target audience may have their own ideas, but they may not necessarily take immediate purchasing action.Communicators must try to entice these consumers to take the final step. After determining the desired audience response, the communicator needs to further research to develop an effective message.Ideally, information grabs attention, creates interest, inspires desire, and elicits action. After determining the target customer group and understanding the customers, we need to further study and design effective information to achieve better communication effects.When designing information, we must solve the problems of what needs to be said (referring to information content), how to say it logically (referring to information structure), in what form (referring to information format) and by whom (referring to information source). The red background and yellow "M" signboard of McDonald's has long been a beautiful landscape of the city. No matter where you walk in the world, the yellow "M" figure will break into your eyes. In fact, when you think about it, McDonald's is nothing special.In today's increasingly fierce competition in the fast food industry, the reason why McDonald's can dominate the world and win the well-known extraordinary status is mainly due to its "secret weapon"-not every restaurant has it, but every customer needs it. - warm feeling. At the beginning of the establishment of McDonald's, the theme of McDonald's advertising, like most advertisements, focused on products and referenced high-tech, automated production processes, etc., which also aroused the interest of many customers.However, the non-stop production of food on the precision computer-controlled production line, and the mechanically busy operation of the service personnel, will soon become familiar to people and make modern people bored, so McDonald's business also tends to be flat.Through investigation and research, they found that it is difficult to attract customers for a long time only by relying on the fast pace of mechanization to save dining time. Warmth and family atmosphere are the eternal pursuit of customers. For a long time, McDonald's has been focusing on the target customer group of "three-yuan family". The sales appeal of advertising is concentrated on "family carnival", and it has successfully established the benchmark brand image of "family" fast food.McDonald's launched the family market with "children" as the target, and the ingenuity of this method is highly praised by the market. McDonald's has an advertisement "What's for Lunch?" In the picture, there is a schoolbag in the corner of the house, but the owner of the schoolbag does not know where it is.The advertisement cleverly "fixes" the two straps of the schoolbag there naturally, forming a golden arch naturally, as if the schoolbag uses "mute language" to imply that the little master left it and ran to eat McDonald's.The appeal of creativity naturally combines the schoolbag with the target market of McDonald's, and the M letter presented by the static schoolbag establishes an inner connection with the audience, leaving unlimited imagination space for the audience. The advertising words of McDonald's are designed around "family" and "children". The advertising words used successively are: "Laugh often, try McDonald's", "Happiness and deliciousness are in McDonald's", "McDonald's gathers and laughs every moment" Constructed McDonald's consistent happy, warm and friendly brand image. McDonald's has injected warmth into the "M". They have sent warmth to customers through a large number of advertising and promotional activities, so that customers will think of home and warmth when they see the yellow "M" and Uncle McDonald's.With emotional people, McDonald's has been successful. As the saying goes: "Whoever owns the heart of a child will occupy the market." McDonald's is well versed in this, and its marketing strategy adopts the family marketing strategy of attacking the "heart" to create a warm family atmosphere and romantic beauty. The environment is more at the same time, and it is closer to the hearts of customers, so as to successfully occupy the market. In the process of integrated marketing communication, McDonald's grasped the emotional demands of consumers, designed information around "family" and "children", and finally won success.Enterprises should also take McDonald's as a model when conducting marketing communication, and pay attention to the following when designing information: 1.information.The communicator must envision what to say to the target audience in order to produce the desired response.This process is often called a pitch, which is a proposal for a theme and idea or a unique selling proposition. 2.information structure.The effectiveness of information depends not only on its content, but also on its structure.If the issue is simple, or the audience is intelligent, they may be weary of trying to explain; conversely, if the audience is not educated, or the product is complex, a detailed explanation is required. 3.information form.The communicator must devise a powerful form of expression for the message.Like a print advertisement, the communicator must determine titles, text, illustrations, and colors.To be compelling, advertisers use a combination of visual imagery, event climaxes, voice acting, emotion, and music. 4.Information Source.The popularity, credibility and motivation of information sources are the three main factors that determine the effectiveness of communication.The greater the visibility of the communicator, the greater the power of persuasion.Therefore, advertisers often choose celebrities as spokespersons for a certain product. In addition, marketers need to be reminded that after effective information is designed, marketing communicators must choose effective information communication channels to deliver information in order to better achieve the desired effect. Communicators need to choose effective communication channels to convey information.There are two types of communication channels: human and non-human. To disseminate product and brand information, we must choose effective information dissemination channels.In a broad sense, all factors in the marketing mix can be included in the scope of marketing communication channels; in a narrow sense, we generally only focus on marketing work that has a communication nature, such as various forms of advertisements, competitions, etc. , coupons, samples, lottery tickets and publicity.Communication channels are an important channel to connect products and consumers, so how to attract consumers through these channels is very important. Among the retail chains in the United States, there is a high-profile retail company, which is Neiman Mart. Although it is not as famous as Wal-Mart and other department stores, its successful marketing strategy also makes it impossible to ignore its existence. Like many department stores, Neiman Marcus also regards the establishment of customer database as an important basic work. The company regards customers with cumulative consumption of more than 3,000 US dollars as special customers of the company. Neiman Marcus gives back to these special customers. to stimulate their repeat consumption.Once this model was implemented in 1984, it received a strong response.Neiman Marcus gave those special customers a basket of exquisite delicacies with exquisite packaging, and inside it was a thank-you letter written by Marcos, the president of Neiman Marcus, in which he thanked the customers for their patronage to the company and sincerely welcomed them to become special members of Neiman Marcus. Explain that becoming a special member can enjoy special benefits.Many customers responded positively after receiving gifts and letters from Neiman Marcus, and some customers even wrote two or three pages of letters to express their gratitude to Neiman Marcus and their pride in being a special member. This model of Neiman Marcus caters to the social and emotional needs of customers. In fact, it also adopts a series of practical measures to provide members with special benefits. $25 in free packaging plus a free 100-point reward for every $1 spent.These points can be exchanged for real goods and rewards such as free travel. But Neiman Marcus' point rewards are different from those of other companies.This is also a classic of Nieman.Nieman's point accumulation is calculated on an annual basis, and the accumulation ends before the end of December each year, and gifts must be redeemed before the end of March of the following year, and the points will be counted again in the new year.This "cut-off" measure has greatly stimulated consumer spending before the end of the year.Because some customers speed up consumption at the end of the year in order to obtain their long-awaited gifts when their accumulated consumption points are approaching the award qualification. In 1991, Neiman Marcus launched an additional measure to offer "membership" status to customers who spend less than $3,000.Customers can pay a membership fee of US$50 first, and after becoming a member, they can enjoy the same benefits as special customers.And in the days to come, as long as the accumulated consumption in the year exceeds 3,000 US dollars, the 50 US dollars joining fee can be unconditionally refunded from Neiman Marcus to the consumers themselves. It is this mode of stimulating consumption that has enabled Neiman Marcus to successfully lock in customers. The middle-level consumers it has not only meet the company's own requirements, but also are consistent with the company's own target customer positioning.Successful market positioning has allowed Nieman Marcus to get the most consumers, and it has also made Nieman Marcus more popular in the hearts of the people. Collecting preferential treatment, also known as commercial decals, means that customers can get a decal for every unit of product purchased. If a certain number of decals are collected, they can be exchanged for this product or prize.This is an important and influential promotional tool.Neiman Marcus has adopted this kind of promotional method, which is to let consumers actively collect coupons, labels or shopping vouchers to exchange for gifts after participating in this episode of preferential treatment activities. At this time, he naturally Not willing to buy other brands of goods. The case of Nieman is just one form of effective communication channels for communicators. There are two main types of communication channels: 1.A human communication channel, which includes two or more people communicating information directly with each other.Human communication channels can be further divided into advocate, expert, and social channels.When expanding into new businesses, consumers will place greater emphasis on recommendations from this channel. 2.Non-personal communication channels.It does not transmit information through human contact or interaction, including media, atmosphere and events.This channel is usually the primary means of motivating people to communicate. In fact, most of the promotional costs are wasted. Only 1/10 promotional activities can get a response rate higher than 5%, and this poor number is still decreasing year by year. Promotion is a major means of marketing communication. As Kotler said, a promotion that looks lively does not necessarily have a high response rate.It can be seen that the accurate measurement of communication effects is of great significance for enterprises to correctly understand the role and effect of marketing communication, improve communication efficiency, enhance brand image, and stimulate sales. In 2002, the number of automobiles in China exceeded 21 million. In the next five years, experts predict that the number of automobiles in China will reach 50 million, and the demand for automotive lubricants will increase sharply. There were 4,500 lubricating oil factories in China at that time, and the products produced were mainly mid-end and low-end. Few high-end products broke through the high-end in this market environment, which became the key to whether domestic lubricating oil could gain a foothold in the future. In 2003, Uni-President put forward a new goal of "becoming the largest professional manufacturer of high-end lubricants in China", and all marketing operations use this as a guideline. In March 2003, "Uniform Classic Super Power Pure Synthetic Motor Oil" was launched nationwide. It was the first company to obtain the full certification of "Porsche", the king of sports cars in the world, and it has fully reached the level of competing with the top international products of the same level.The gentrification of products has also laid a solid foundation for Uni-President to enter the high-end market. After repeated discussions, Uni-President believes that to be the best brand in China, it must choose the most influential media in China; since it has chosen the most influential media, it should invest boldly. On November 18, 2002, Uni-President Lubricants participated in the bidding for the golden position of CCTV for the first time, and the winning bid was more than 60 million. A grand "foundation-laying ceremony" was held for the journey of building a strong brand of Uni-President in 2003. On March 21, 2003, the Iraq War broke out, and CCTV conducted an unprecedented large-scale live broadcast report.Uni-President Lubricants also sensed business opportunities at this time and responded quickly.On the day the war started, Uni-President Lubricants suspended the popular "Everybody's Movie" and played a five-second commercial instead.There is no picture in the commercial, only a line of words with a powerful voice-over: "More lubrication, less friction".This ad is closely attached to the "Iraq War Report", and it is integrated with the news, which is very shocking.This wonderful ad not only accurately appeals to the product characteristics of "more lubrication", but also expresses the peaceful cry of "less friction" with a pun. It is subtle, meaningful and intriguing. This event marketing has played an excellent role in improving the corporate image of Uni-President Petrochemical.After the ad was broadcast, major media commented on this marketing event one after another, thinking that the unified ad with "more lubrication and less friction" has created a myth of small budget and great effect (the production of this ad only cost 18,000 Yuan); the click-through rate of Uni-President’s own website has increased by 4 times; and people often call the company’s service calls to discuss the progress of the war and the topic of war and peace with Uni-President. The brand influence of Uni-President’s lubricants has far exceeded Scope of product sale and use. After the advertisement was broadcast, many dealers called "Tongyi". They believed that the advertisement of Tongyi lubricating oil had established the image of a high-end product brand, and many retail stores that did not sell Uniform products took the initiative to contact them to give the dealers enough confidence; Many viewers who have seen this advertisement think that this advertisement is the idea of ​​a foreign advertising company, and some people think that Uni-President is a joint venture or a foreign-funded enterprise, and many drivers call for Uni-President lubricating oil. This classic advertisement has formed unprecedented brand influence and brought excellent sales results to Uni-President Lubricants. The monthly shipments increased by 100% compared with the same period in 2002, and the sales historically exceeded the 100 million mark. . Although the market concentration of the lubricating oil industry is not high and the market is fragmented, the unified lubricating oil analysis shows that the market is at the crossroads of reshuffle, and companies need to seize the opportunity to improve their self-image.After just a few months of market operation, Uni-President quickly completed brand promotion and became a strong brand of lubricants.And through the dealer's response, we got a good feedback on the brand effect. Based on the importance of measuring the effect of communication, traditional advertising communication has established a relatively complete effect evaluation system, mainly including the following points: The first is the communication effect of advertising. The communication effect of advertising is the first to be produced and the best quantified. For most advertisements, good advertising reach or contact effect is also the most direct advertising purpose. The second is the sales effect of advertising, which refers to the changes in product sales and profits caused by advertising activities. The sales goals that advertisers expect from advertising activities are mainly to increase product sales and market share, and determine the impact of advertising activities on sales. Contribution to growth in volume and increase in market share. 第三是广告的品牌效果，主要从这三方面来评估，品牌意识方面，主要包括到达率和品牌知名度、品牌识别率等指标。品牌联想方面，主要包括品牌形象评价和品牌理解力等指标。品牌态度方面，主要包括美誉度、偏好度、忠诚度、渗透率等指标。 公司总是探索以一种促销工具取代另一种促销工具的方法，以获得更高效率。 一份报告指出：在生产消费产品的大公司的最高管理层和营销主管中，超过70%的人喜欢用整合营销传播作为改进它们的传播影响的工具。近年来，随着科技的不断发展与更新，与传统媒体相对的新媒体开始日益受到人们的关注。而整合营销传播也因新媒体的出现，有了新的发展。 美宝莲在世界大众彩妆品牌的领先地位，成就于它彩妆产品的多样性和高品质。不过，在它的品牌形象传播中，不可不提的是美宝莲的新媒体整合营销传播。 2008年，在各大城市的地铁、公交车厢内，一则“美宝莲”的视频广告吸引着人们的眼球——Mabel（美宝）约会视频，视频内容根据女主角Mabel的约会对象特质和美宝莲的睫毛膏色彩种类，分为四个不同篇章，并设计了“约会突发状况情境”来传达产品的“防水”特性。当受众在饶有兴趣的欣赏完约会视频后，屏幕出现一条文字提醒：“你觉得Mabel最适合和谁交往呢？”并在屏幕下方附上投票网址。 和大家以往见到的美宝莲电视广告片不同，美宝莲采用的是一则互动广告。首先，美宝莲具备任何可以进行“互动营销”的品牌特质：高品质的产品，具有竞争力的功能、质量、价格、完善的渠道、服务等等。除了互动视频广告之外，美宝莲还采用了多种传播方式，其中尤其注重对新媒体的运用：2.0是新媒体；博客是新媒体；视频是新媒体；手机是新媒体；分众也是新媒体，新媒体的大家庭越来越丰富，终端也越来越多，交互性越来越多。美宝莲如何通过运用新媒体为品牌传播服务？选择只有一个：整合营销。 视频广告后简短一条讯息就将“接受”过渡为“交互”，并巧妙将“终端”转移至“网络”和“手机”，通过POCO网这一以图片兴趣聚合的同好社区平台实现了从传统的“视频单向广播”到一种互动的传播方式。 在美宝莲的POCO网的投票互动平台上，除了可以替视频主角Mabel投票选择男友外，还能欣赏“化妆视频”，体验“恋爱测试”，了解更多美宝莲产品。美宝莲选择POCO网这一Web2.0网站投放，除了看重POCO网用户基数大、流量高，用户层年轻时尚的特性，更是为了避开门户、娱乐、视频网站用户分散，人群广泛，互动度相对低的不足。而这一种基于体验的社区互动，与美宝莲整体市场策略和公关计划相结合，与POCO网的受众利益和兴趣点相结合，多种新媒体整合的沟通方式连续性地与用户进行互动，教育并引导用户产生购买行动，同时对品牌、产品及服务产生有效认知。 美宝莲花了最少的钱，去整合尽量多的资源，并且通过多种传播方式影响受众，尤其是选用互动性强的新媒体，充分利用整合营销传播技术，达到了品牌传播效果的最大化和最佳化。 较之于传统媒体，新媒体自然有它自己的特点。我们在进行整合传播营销应用中，需熟知新媒体的特点，以便达到更好的整合与传播效果： 1.手机媒体。如今的手机已不再单单是通讯工具，它还担当起了“第五媒体”的重任。手机已经成为集合着通讯、视频、上网等功能的强大的掌中媒体。 2. IPTV。 IPTV即交互网络电视，一般是指通过互联网络，特别是宽带互联网络传播视频节目的服务形式。互动性是IPTV的重要特征之，IPTV用户不再是被动的信息接受者，可以根据需要有选择地收视节目内容。 3.数字电视。作为新媒体之一的数字电视同样在吸引着人们的眼球，广电总局正式将2004年定为“数字电视年”，并计划2005年完成3000万用户的目标。快速增长的数字电视用户为传媒的发展提供了新的发展平台。 4.移动电视。移动电视具有覆盖广、反应迅速、移动性强的特点，除了传统媒体的宣传和欣赏功能外，还具备城市应急信息发布的功能。另外，对于公交移动电视来说，“强迫收视”是其最大的特点。移动电视正是抓住了受众在乘车、等候电梯等短暂的无聊空间进行强制性传播，使得消费者在别无选择时被它俘获，这对于广告的传播效果或许更佳。 5.博客。从2002年博客正式在中国兴起以来，博客突破传统的网络传播受到了越来越多的关注。由于博客个人性和公共性的结合特点，这一新媒体的商业价值正在被越来越深入地挖掘。