BRAND ACTIVISM

Integrated Marketing Communications

Advertising and IBP ( International Business Promotion) 国际商务推广

“Communication is everything”

What is Advertising?
Advertising is a paid, mass-mediated attempt to persuade.

Paid: if a communication is not paid for, it’s not advertising
Mass-mediated: delivered through a medium designed to reach many people
大众传播：通过旨在吸引许多人的媒体进行传播
Attempt to persuade: communications designed to get someone to do something
试图说服：旨在让某人做某事的交流

IBP (International Business Promotion):
The process of using a wide range of promotional wools working together to create widespread
brand exposure 使用各种促销工具共同创造广泛的品牌知名度的过程

Using a wide range of tools:
AD in mass media
Sales promotion
Direct marketing
Personal selling

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