Newspaper Brand Communication, Integrated Marketing Tactics

With the unceasing promotion of competition, our country's media also entered the brand competition time gradually. The text apply the integrated marketing communications theory, divides in four part discussion the spread link of Newspapers brand management.First, through the analysis of the current competition situation of our country's Newspaper, explained the Newspaper industry already entered the brand competition time and the brand spread has the exceptionally important function in the process of brand construction.Secondly, there are many problems in the current brand spread of Newspaper. The author believes that this is due to the lack of correct theory instruction in establishing Newspaper brand strategy.Thirdly, in recent years, Schultz's integrated marketing communications theory is the most influencing theory in Marketing. Therefore, we also should use the integrated marketing communications theory in establishing newspaper brand strategy.Finally, the author believe that correct using integrated marketing communications theory in brand spread has three preconditions: one , establishes the newspaper marketing data base; two, definitude the direction of Newspaper brand; three, set up a spread "autarch". And bring it into effect lies in: one, definitude the concept of "contact"; two, inducts the CIS image communication system; three, exert the function of each kind of spread tool, achieves the strong union; four, integration each kind of spread tool.