The theory of integrated marketing of resources came into being and became popular in 1990s, which was put forward by Don Schultz, a professor of marketing at Northwestern University. Integrated marketing means "designing strategies according to the enterprise's goals and controlling various resources of the enterprise to achieve strategic goals". As a branch application theory of "integrated marketing", media integrated marketing is, in short, a strategic transformation from "disseminator-centered" to "audience-centered" communication mode. Integrated marketing advocates a clearer consumer-oriented concept, so the theory of media integrated marketing should have important guiding significance and practical value for the development of media industry in China under the new reform situation.
Integrated marketing is to reorganize enterprise behavior and market behavior with consumers as the core, comprehensively coordinate and use various forms of communication, deliver consistent product information with a unified goal and unified communication image, realize two-way communication with consumers, quickly establish the position of product brands in consumers' minds, and establish a long-term close relationship between product brands and consumers, so as to achieve the purpose of advertising communication and product marketing more effectively.