翻译：
Study on integratedmarketing communication began in the early 20 century 80's ,one of the earliest definition of AmericanAssociation of Advertising Agencies' is:"integrated marketing communication is a marketing communication planning,to give full recognition to the comprehensive plan of using the specified value -- such as the means of communication promote the general advertising,direct response advertising,marketing and public relations -- and combine them,has a good clarity,coherence information,so that the spread of influence maximization." Theoretically and systematically the concept of IMC began in the Tang America Northwestern University.
Professor Schul published in 1993,"integrated marketing communication" art.He said:"IMC is not in afacial expression,a voice,concept,but more IMCelements is to potential customers and clients are nowas the object,process development and a variety ofpersuasive communication in the mind." "This is a new way of looking at things overall,while in the past we see only the parts,such as advertising,sales promotion,personnel communication,point of sale advertising,it is the spread of information re arrangement,to make it look more in line with the consumer view of information dissemination.Like a flow from the source can not distinguish the information flow."
Philip Kotler (2002) pointed out that IMC is the "mass media advertising,personal selling,sales promotion,public relations,marketing,packaging and other tools are unified,which issued on the company and itsproducts is clear,consistent and persuasive advertisinginformation." It emphasizes the use of rich and colorfuland more focused promotional tools,integration is tocommunicate information "clear,persuasive"