Media Planning In The Paradigm Of IMC

Integrated Marketing Communication is centurial conclusion and metaplasia, Symbolizing the trend in the future.Its significance brings into profound impact to media planning.However,there is no in-depth research on media planning from the perspective of IMC.After the review and careful thought,the author mainly uses methods of literature research,and tries to explore on this field.This thesis systematically analyzed the difference between Media Planning in the paradigm of IMC and traditional one,deeply explain the main factors on it,hoping show some hint for practitioners,meanwhile,to make some contribution for others' research in future."Survival of the most harmonious person" has replaced "survival of the fittest" as the existence principle in 21st centuries.To establish a long-term relationship with Stakeholder＆Interest Group to achieve mutual benefit,it is important for us to make effective communication.IMC is just the way to achieve successful communication and then coordinate the relations between brand and clients,setting up brand equity and taking advantage when competiting.