按照科特勒对营销传播的定义,营销传播是公司直接或间接通知、说服和提醒消费者,使消费者了解公司产品或品牌的方法。营销传播代表了公司品牌的声音,是一种可用来与消费者展开对话或建立关系的方法。营销传播能够塑造企业品牌形象,建立品牌知名度、促使客户对企业品牌产生积极的判断、正确的记忆和联想。营销传播组合包括广告、销售促进、事件和体验、公共关系与宣传、人员推销 According to Kotler’s definition of marketing communications, marketing communications is a way for companies to inform, convince and remind consumers that they are aware of a company’s product or brand, directly or indirectly. Marketing communications represent the voice of the company’s brand and are a way to start a conversation or build relationships with consumers. Marketing Communication can shape the corporate brand image, establish brand awareness, prompting customers to produce positive corporate brand judgments, the correct memory and association. Marketing communications portfolio includes advertising, sales promotion, events and experiences, public relations and promotion, staffing