( )

4 IMC
IMC
Mass Media
Feedback Recall
Recall

IMC

Awareness , Knowledge, Liking
Liking
Preference
Conviction Purchase




Point Of Purchase


Behavior
Behavior transaction ( )
spot rewards
Commitments

Brand Relationship



Attitude

Networks Brand and Category
BMW BMW
data base Behavior BMW

Commitments

Brand Relationship BMW Benz Volvo

Attitude

Networks Brand and Category BMW
5

5
3
Three C Analysis 3 loop IMC
3
1. Customer contribution

2. Customer commitment

customer commitment
3. Customer champions

Amway MLM
concept
Customer champions

BMW
short film product point

??
: lifestyle
IMC
: lifestyle life style
lifestyle
Event

camping workshop


contact point

:
: global brand
global brand


Event

: . Brand IMC

staff
: Branding
10-20%
: .