广告学概论。
思考：你认为万宝路香烟重新定位的故事说明了什么？
ROI创意原则
（1）Relevance 相关性
（2）Originality 原创性
（3）Impact 震撼性
ROI广告创意原则是美国广告大师伯恩巴克（William Bernbach） 参与创建的DDB广告公司提出的。
威廉·伯恩巴克（William Bernbach ）
William (Bill) Bernbach (-) was a notable figure in the history of American . He was one of the three founders of . Bernbach was noted for his devotion to creativity and offbeat themes. He is also credited with being the first to combine and into two-person teams—they had commonly been in separate departments—a model that still flourishes in advertising agencies today.
伯恩巴克指导的著名的广告运动（Notable Ad campaigns directed by Bernbach ）： ―Think Small‖，― Lemon‖ for Volkswagen Beetle
―We Try Harder‖ for Avis Car Rental
―Mikey‖ for Life Cereal
―You Deserve a Break Today‖ for .
―You don’t have to be Jewish to love Levy’s‖ for the bakery Henry S. Levy.
定位理论（另见下文）
整合营销传播的概念（The Concept of Integrated Marketing Communications）
20世纪80年代提出―传播协同作用‖(Communication Synergy)的观点，已经包含整合营销传播观念。20世纪90年代提出整合传播营销理论。
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media.
The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).
Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into