Integrated Marketing Communication, From Theory Of Communications

In the term of theory, the proposal of IMC has a 10-year history. The theoretical system, however, has nor 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.What' s more, most study and explanation on IMC start from the angle of marketing, only a few deals with communication, thus its function on communication was lessened.This paper will combine the international research advance and refer to the relevant achievements of experts of IMC. In addition, it will try to re-define the bottom of IMC in the area of communication, and research the communicator and audience, in addition, summarize its soul theory to establish a more feasible evaluation system. To a certain extent, it extents the theory of IMC.