资源描述：
《整合营销传播战略与执行-外文翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、外文翻译原文Title:PRODUCTPLACEMENTININTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGYMaterialSource:LAPPEENRANTAUNERSITYOFTECHNOLOGYAuthor:LappeenrantaInordertosufficientlyunderstandthenatureofproductplacementonemustalsounderstandthemarketingcommunicationsenvironmentproductplacementispartof.Themarketingcom
2、municationsmix(alsocommonlyreferredtoaspromotionmix)(Kotler1997,604)hasevolvedalongwithanyotherfieldofbusinesscurriculum,andlikeanyotherfieldithasalsochangeditsnaturefromitsorigins.(Percy1997,1)Thechangeinthemarketingcommunicationpracticeshasextendedtothepointwhereithasbeenclaimedthat”marketi
3、nginthe1990siscommunicationandcommunicationismarketing;thetwoareinseparable”(Schultzetal.1994,45;SchultzinShimp1997,4).Themarketingcommunicationsmixconsistsof,butisnotlimitedto,thefivemajormodesofcommunication:advertising,salespromotion,publicrelationsandpublicity,personalselling,anddirectmar
4、keting.Theelementsofthemarketingcommunicationsmixinteractwitheachotherwithgreatdiversitywhilealsoaffectingitssurroundingframework.MarketingcommunicationsisconsideredasoneofthefourPsofthemarketingmix(othersbeingproduct,pricing,andplace/distribution).Publicrelationshasoftenbeenregardedasamarket
5、ingcommunicationsmixelementbymarketingprofessionals,aviewthathasnotalwaysbeensharedinthePRcommunity.Oneviewoftherelationshipsbetweenmarketing,marketingcommunications,publicrelations,andadvertisingasarepresentativeofamarketingcommunicationsmixelementisillustratedinFigure5,providedbyJamesG.Hutt
6、on.Inthepast,traditionalmassmediaadvertisingwasthedominatingfeatureInmostcompanies’promotionalmix,thefactthatcausedmarketerstorelyheavilyontheiradvertisingagenciesintheirmarketingcommunications.TherelianceonmassmediaadvertisinghasbeenattributedtothepastSuccessofmassproductionofgoods.Assimilar
7、productswereproducedinmassquantitiesandpracticallyeverythingthat11wasproducedwasalsosold,marketerscameeasilytoconclusionthatconsumerswereahomogenicgroupthatwouldbebestreachedwithmassmediaadvertising.(Schultz1996e,139-140;Solomon&English1994,5
