强强联合，梦校offer不是梦（整合营销传播学）-新东方前途出国

 

这位同学是一位能力和性格都非常优秀的学生，2018年从纽约州立大学石溪分校本科毕业后自己DIY申请了多个研究生项目，但是由于GRE分数和文书的写作水平都较低，没有申请到自己满意的院校，于是他选择了毕业后利用工签在美国全职工作一年，2019年与前途签约，做第二次申请。作为市场专业全美专排第一的项目，西北大学的IMC项目是这位同学的梦想，但是由于自身的硬条件不甚有竞争力，所以并没有抱很大希望，最终能拿到这个offer我们都非常惊喜。

 

总而言之，这位同学的美本学历、丰富的课余活动、实习和工作经验都为成功申请打下了基础，而文书工作不过是通过别出心裁的构思和流利的文字将他的故事打磨后呈现给招生官，将金子擦亮。强强联合，梦校offer不是梦。

 

 

The spot opens with a scene of a woman with cerebral palsy editing a short film on her Mac. Shifting her head side by side, the only part of her body that can move, she uses the pads on her chair to control the program on the screen. The film then unfolds showing how disabled people embrace life with their Apple devices: a blind man uses image recognition on his iPhone to take a picture of his daughter; two friends communicate through sign language on Facetime; a visually impaired schoolboy focuses on his reading because his iPad reads out and highlights each word on the screen… In tears, I finished watching this Apple advertisement in our course Marketing Strategy. I marveled at how Apple’s accessibility functionalities such as VoiceOver and Switch Control make technology accessible and empowering for its users with disabilities. Before delving into marketing during my undergraduate studies, I used to perceive marketing as simply on the creative side of the world. However, after gaining a more comprehensive knowledge of marketing, I realized that ads are just the portion of iceberg above the surface, while the colossal part below is the extensive qualitative and quantitative market research and customer analysis. Knowing your customers’ needs is crucial for every business. In my opinion, IMC (Integrated Marketing Communications) is a holistic marketing approach to engage customers which combines analytical research and creative communications methods in the digital age. Integral to Apple’s successful marketing campaign, the Apple ad mentioned above is a strong demonstration of IMC because it presents Apple’s core competency of technology, targets at the unexploited market segment of disabled people, and establishes a strong brand image of a