本文以整合营销传播理论为探讨背景，用辩证的观点对广告文案策划过程作了系统地研究。
The thesis researches the process of the advertising copy-writing planning on the background of the theory of the Integrated Marketing Communications, which quotes the viewpoint of dialectics.
商业广告；策划；传播；设计表达；整合策划。
Commercial advertisement; plan; spread; design and express; combine and plan.
昆明顶立广告文化传播有限公司：顶立始创于2004年，公司专业从事各类文化活动和商务活动的策划、组织和管理。
Kunming Dingli cultural Communication co., Ltd. : Founded in 2004, the top legislature, the company specializes in all kinds of cultural activities and business planning, organization and management.
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