整合营销传播(IMC)的核心理念为“营销就是传播”,这条商理为越来越多的营销界人士所接受。如今,广告已不再是传播的唯一工具,甚至有些专家认为广告已经“日薄西山”。公关传播正在挑战广告传播,甚至超越广告传播发挥着特有的传播优势。很多企业在新产品营销推广上面临运作资金不足问题,没有资金能力通过广告启动市场,此时公关行销则可能奏效,有低成本启动市场并引爆市场的操作机会。公关传播是企业的播音器,可以把产品核心利益点生动展现,可以贯穿于产品营销的全过程,而绝不仅仅局限于新产品上市。当然,公关行销也并非没有弱势, Integrated Marketing Communications (IMC) is the core concept of “marketing is the spread of” this business is more and more accepted by the marketing community. Nowadays, advertising is no longer the only tool for communication, and even some experts think advertising has been “on the decline.” PR communication is challenging the spread of advertising, advertising and even beyond the spread of communication to play a unique advantage. Many enterprises face the problem of insufficient working capital in the marketing of new products. They do not have the financial ability to start the market through advertisements. At this moment, the public relations marketing may be effective with the opportunity to start the market with low cost and detonate the market. PR communication is the corporate announcer, you can vividly demonstrate the core interests of products, can be run through the entire process of product marketing, and not just confined to the listing of new products. Of course, public relations marketing is not without any weakness,