管理 金融 營銷 外文翻譯 外文文獻 英文文獻 基于整合營銷溝通理論對美國廣告代理商的一項探索性研究

1、外文資料：integrated marketing communications in u.s.advertising agencies: an exploratory study this paper reviews the development of the concept of integrated marketing communications (imc) in terms of its theoretical foundations through an exploratory study of imc within a judgment sample of u.s. adver

2、tising agencies (total estimated billings-$20.4 billion). the paper considers the arguments advanced from both academic and practitioner sides in relation to what imc is and whether it offers significant value to advertising agencies and their clients in the rapidly changing communications marketpla

3、ce leading toward the next millennium. this paper is one of a series relating to a continuing, now becoming worldwide, investigation of the emergent concept and field of integrated marketing communications (imc). the original research in this field began in 1991 by faculty at the medill school of jo

4、urnalism, northwestern university, in the united states (caywood et al., 1991).this paper extends knowledge on how the concept of imc is diffusing by providing an initial analysis of data on how senior advertising agency executives perceive imc use and development in the united states. it provides a

5、 perspective on the current state of imc and levels of implementation and usage in an important segment of the marketing communications landscape. additional studies will follow with advertising agencies in india, australia, new zealand, and norway. a similar study has already been conducted in the

6、united kingdom. results of that study are not included here.this paper represents an interactive effort among three groups: the imc faculty, medill school of journalism, northwestern university, evanston, illinois, u.s.; the research centre for corporate and marketing communications, strathclyde uni

7、versity, glasgow, scotland, u.k.; and the american association of advertising agencies (aaaa), new york, ny, u.s. the second group was responsible for adapting and extending the original research study conducted by northwestern university in 1991 (caywood et al., 1991). the study was furthered by th

8、e support of the 4as which provided not only a membership list of active agencies for questionnaire distribution but a cover letter of support as well.the research explored three related objectives: 1. to deepen understanding of how and in what areas the imc concept is developing in the united state

9、s 2. to examine the extent to which a group of major u.s. advertising agency executives is developing, practicing, or utilizing imc on behalf of their clients. 3. to understand the importance and value of traditional advertising agencies in a marketplace where imc is apparently becoming more importa

10、nt.the research is predicated on the dynamic that there may well be wide variation and differing views concerning what imc conceptually represents and how it might be practiced. thus, the implementation of an integrated approach by advertising agencies for their clients may well differs not only in

11、thought but in practice. thus the paper is not necessarily concerned with either a consensual or conclusive mission. its overall aim is to explore the multiple dimensions of the imc concept, thus helping underpin future research.prior to the study conducted by caywood et al.(1991) there appears to b

12、e little or no formal discussion or even description of what is now called integrated marketing communications. while doubtless there had been practitioner discussions and trade press articles, the northwestern study, funded by the 4as and the association of national advertisers (ana) appears to be

13、the first formal, well-defined attempt to bring some understanding of the concept to the literature. thus, most of the history of imc thinking and discussion is generally less than seven years old. while there has been considerable debate and discussion of the subject, i.e., who does it, how it is d

14、one, etc., the formal presentation of research, theory development, and other materials by either practitioners or academics has been slow in coming. given its history, much of the imc literature and learning has focused on the explanation of imc in the marketplace, i.e., what it is, how it operates

15、 in the communications arena, etc., rather than on theory building or understanding of the basic principles. these points must be kept in mind, for while the literature is sparse at this point, it is apparently growing rather rapidly.schultz (1991) formalized the imc discussion in the united states

16、by arguing that nothing in the united states had received as much publicity and discussion at learned meetings, while seeing little real activity, as had the concept of imc in 1990. at that time most manufacturers and marketing organizations in the united states were still trying to sort out the nee

17、d for and value of imc. what is evident now, some six years later, is that the concept is still undergoing development.a special issue of the journal of marketing communications devoted to imc found virtually all the papers dealt with theory building and/or identification of key issues-in other word

18、s imc still appeared to be in a pre-paradigm as opposed to a post-paradigm state. this is as expected for integration is not the norm in western cultures despite papers to the contrary. however, most mainstream marketing texts and more specialized books on marketing communications have practically a

19、ll adopted some type of integrated communication approach or perspective a sure sign that imc is progressing into acceptability and is becoming entrenched as perceived “academic wisdom” in general marketing. while various authors and researchers have developed some type of imc approach or concept fo

20、r their teaching and research, each appears to have done so independent of the others, or at least each has developed the concept from his or her own view. there does not, at this time, appear to be any consistent or mutually agreed upon definition, description, or process to identify what is imc an

21、d what it is not. thus, while the subject is generally accepted in the marketing literature, at this point there are still many grey areas which are in need of clarification.philip 1. kitchen.strathclyde university (u.k.).journrl of advertising research september-october 1997. 譯文：基于整合營銷溝通理論對美國廣告代理商的

22、一項探索性研究本文通過對美國廣告代理商（總值約為二十億四千萬美元）的案例研究回顧了整合營銷溝通概念在理論上的發(fā)展過程。本文亦旨在通過從學(xué)術(shù)和實踐兩個方面的角度來探討什么是整合營銷溝通，以及該理論是否能夠在未來迅速變化的營銷溝通環(huán)境下對廣告代理商以及其客戶帶來巨大的價值。本文是時下全球范圍內(nèi)眾多探討整合營銷溝通理論的文章之一。該領(lǐng)域最初始于1991年美國西北大學(xué)麥迪爾新聞學(xué)院的教師的研究(caywood et al. 1991)。本文將通過分析一組關(guān)于美國廣告代理業(yè)高層管理人員運用和發(fā)展整合營銷溝通理論的重要數(shù)據(jù)進一步拓展對營銷整合溝通概念的認(rèn)識，拓寬了目前整合營銷溝通理論及其具體應(yīng)用的視野，之

23、后也將著眼于該領(lǐng)域在印度，澳大利亞，新西蘭和挪威的后續(xù)研究。與之相似的一項研究已在英國完成，但研究結(jié)果將不會在此進行討論。本文集結(jié)了三部分緊密相連的團體，分別為：西北大學(xué)麥迪爾新聞學(xué)院整合營銷溝通專業(yè)（美國，伊利諾斯州，埃文斯市）；企業(yè)營銷溝通研究中心（英國，蘇格蘭省，格拉斯哥市，斯特拉克斯萊德大學(xué)）；美國廣告代理商協(xié)會（美國紐約）。斯特拉克斯萊德大學(xué)負(fù)責(zé)編寫和深化美國西北大學(xué)1991年最初的研究成果，而美國廣告代理協(xié)會則進一步支持了該理論的發(fā)展，不僅是為研究的問卷調(diào)查提供了積極配合的人員還致信一直予以支持。本文主要有以下三大研究目標(biāo)： 1、進一步深化對整合營銷溝通在美國如何以及在何種領(lǐng)域發(fā)展的理解； 2、調(diào)查美國廣告代理商高層主管代表其客戶發(fā)展，實踐以及運用整合營銷溝通理論的程度； 3、在整合營銷溝通日益重要的環(huán)境下了解傳統(tǒng)廣告代理商的重要性以及價值。本文是基于對整合營銷溝通概念形成以及運用的各種不同觀點的動態(tài)研究。因此，各廣告代理商對整合方法的實施在思想上和具體的實踐上也千差萬別，本文也無需達成某種一致或者定下某一結(jié)論。其主要目的在于探索整合營銷溝通概念的各種維度從而能有助于鞏固該領(lǐng)域的研究。 在凱伍德等人的研究之前，幾乎很少有關(guān)于對整合營銷溝通的研究或者正式的討論。毫無疑問，