广告专业毕业论文外文资料翻译

1 外文资料 ： 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. advertising 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 marketplace 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 Journalism, 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 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 2 advertising agencies in India, Australia, New Zealand, and Norway. A similar study has already been conducted in the 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 University, 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 the 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 States 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 3 important. 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 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 be 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 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 done, 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., 4 what it is, how it operates 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 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 need 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 words 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 all 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 5 approach or concept for 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 and 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. 6 译文 ： 基于整合营销沟通理论对美国广告代理商的一项探索性研究 黄昌莲 译 本文通过对美国广告代理商（总值约为二十亿四千万美元）的案例研究回顾了整合营销沟通概念在理论上的发展过程。本文亦旨在通过从学术和实践两个方面的角度来探讨什么是整合营销沟通，以及该理论是否能够在未来迅速变化的营销沟通环境下对广告代理商以及其客户带来巨大的价值。 本文是时下全球范围内众多探讨整合营销沟通理论的文章之一。该领域最初始于 1991 年美国西北大学麦迪尔新闻学院的教师的研究(Caywood et al. 1991)。本文将通过分析一 组关于美国广告代理业高层管理人员运用和发展整合营销沟通理论的重要数据进一步拓展对营销整合沟通概念的认识，拓宽了目前整合营销沟通理论及其具体应用的视野，之后也将着眼于该领域在印度，澳大利亚，新西兰和挪威的后续研究。与之相似的一项研究已在英国完成，但研究结果将不会在此进行讨论。 本文集结了三部分紧密相连的团体，分别为：西北大学麦迪尔新闻学院整合营销沟通专业（美国，伊利诺斯州，埃文斯市）；企业营销沟通研究中心（英国，苏格兰省，格拉斯哥市，斯特拉克斯莱德大学）；美国广告代理商协会（美国纽约）。 斯特拉克斯莱德大学负 责编写和深化美国西北大学 1991 年最初的研究成果，而美国广告代理协会则进一步支持了该理论的发展，不 7 仅是为研究的问卷调查提供了积极配合的人员还致信一直予以支持。 本文主要有以下三大研究目标： 1、进一步深化对整合营销沟通在美国如何以及在何种领域发展的理解； 2、调查美国广告代理商高层主管代表其客户发展，实践以及运用整合营销沟通理论的程度； 3、在整合营销沟通日益重要的环境下了解传统广告代理商的重要性以及价值。 本文是基于对整合营销沟通概念形成以及运用的各种不同观点的动态研究。因此，各广告代理商对整合方法的实施在思想上和具体的实践上也千差万别，本文也无需达成某种一致或者定下某一结论。其主要目的在于探索整合营销沟通概念的各种维度从而能有助于巩固该领域的研究。 在凯伍德等人的研究之前，几乎很少有关于对整合营销沟通的研究或者正式的讨论。毫无疑问，由美国广告代理商