1

IMC

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(3~7) Case Study(8~9) (10~11) (12~13) , IMC (Product) (Price) (Place) (Promotion) (Consumer) (Cost) (Convenience) (Communication) , ?NOTSegmentation,BUTAggregationIMC ! , IMC 5 , IMC Message&MediaDatabaseABCDE , IMC 4 IMC ! , Case StudyBMW IMCBMW IMC :-)

BMW.

BMW Z3 Roadster 007 PPL(Product Placement) .

, Z3 Roadster (IMC : Intergrated Marketing Communication) .

BMW 2002 Z4 Roadster (www.bmwfilms.com) . BMW Z3 Roadster IMC , Case StudyDC DC . , .

6 30~50 6 60 . DC 30 29.1%, 40 31.41%, 50 24.69% .

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T-Plan [ ] 'Target' , J. Walter Thompson . T Plan ( : KOBACO 10) . . Target T .RFM RFM Recency, Frequency, , Monetary 3 . RFM , . .() [] . ) . ) . (, touchstone) [ ] . , 5. (, community) . . .6. ISP(Internet Service Provider) , . ISP Internet Service Provider , IAP(Internet Access Provider) . )11 , Mind to Mind.

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, . IMC . . . . . . . .

IMC . . Database . . IMC . IMC . IMC , IMC . , IMC .

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. 2007 . . SM Entertainment . SM Entertainment . . . . .

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