營銷外文翻譯---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、<p><b>　　外文資料：</b></p><p>　　Integrated Marketing Communications in U.S.Advertising Agencies: An Exploratory Study</p><p>　　This paper reviews the development of the concept of I

2、ntegrated 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 pap

3、er 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 communica

4、tions </p><p>　　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 rese

5、arch in this field began in 1991 by faculty at the Medill School of Journalism, Northwestern University, in the United States (Caywood et al., 1991).</p><p>　　This paper extends knowledge on how the concept

6、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 le

7、vels 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 h

8、as already b</p><p>　　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

9、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 e

10、xtending the original research study conducted by Northwestern University in 1991 (Caywood et a</p><p>　　The research explored three related objectives:</p><p>　　1. To deepen understanding of ho

11、w and in what areas the IMC concept is developing in the United States</p><p>　　2. To examine the extent to which a group of major U.S. advertising agency executives is developing, practicing, or utilizing I

12、MC on behalf of their clients.</p><p>　　3. To understand the importance and value of traditional advertising agencies in a marketplace where IMC is apparently becoming more important.</p><p>　　T

13、he 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 appr

14、oach 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 explo

15、re the multiple dimensions of the IMC concept, thus helping</p><p>　　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

16、 called Integrated Marketing Communications. While doubtless there had been practitioner discussions and trade press articles, the Northwestern study, funded by the 4A’s and the Association of National Advertisers (ANA)

17、appears to be the first formal, well-defined attempt to bring some understanding of the concept to the literature. Thus, most of the history o</p><p>　　Schultz (1991) formalized the IMC discussion in the Uni

18、ted 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 manufac

19、turers 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.</p&g

20、t;<p>　　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

21、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 speciali

22、zed books on marketing communications have practically all adopted some typ</p><p>　　PHILIP 1. KITCHEN.Strathclyde University (U.K.).JOURNRL of ADVERTISING RESEARCH September-October 1997.</p><p&g

23、t;<b>　　譯文：</b></p><p>　　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</p><p>　　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術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

24、巨大的價值。</p><p>　　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。該領域最初始于1991年美國西北大學麥迪爾新聞學院的教師的研究(Caywood et al. 1991)。本文將通過分析一組關于美國廣告代理業(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識，拓寬了目前整合營銷溝通理論及其具體應用的視野，之后也將著眼于該領域在印度，澳大利亞，新西蘭和挪威的后

25、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。</p><p>　　本文集結(jié)了三部分緊密相連的團體，分別為：西北大學麥迪爾新聞學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）；美國廣告代理商協(xié)會（美國紐約）。</p><p>　　斯特拉克斯萊德大學負責編寫和深化美國西北大學1991年最初的研究

26、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。</p><p>　　本文主要有以下三大研究目標：</p><p>　　1、進一步深化對整合營銷溝通在美國如何以及在何種領域發(fā)展的理解；</p><p>　　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；</p&

27、gt;<p>　　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。</p><p>　　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域的研究。</p><p>　

28、　在凱伍德等人的研究之前，幾乎很少有關于對整合營銷溝通的研究或者正式的討論。毫無疑問，由美國廣告代理商協(xié)會和美國國家廣告者協(xié)會出資贊助的西北大學對其的定義和文獻撰寫的努力成為了對該理論第一次正式的研究，因此以往大部分對整合營銷溝通的想法和討論都像還未滿7歲的孩子。盡管對該課題比如由誰發(fā)起的，如何運用等問題都有過大量的爭論和討論，但是但對研究以及理論發(fā)展正式的陳述以及廣告從業(yè)者或者研究者的其他資料都完善的非常緩慢。</p>

29、<p>　　鑒于其發(fā)展的歷史，大部分關于整合營銷溝通的文獻和知識都集中在解釋市場中的整合營銷溝通，即如何在溝通領域運用該理論等問題而不是基于對其基本原則的建設和理解。這些觀點必須得到重視，因為文獻在這點上過于分散，而且其發(fā)展勢頭也相當迅猛。</p><p>　　舒爾茨規(guī)范化了整合營銷溝通在美國的討論，他的理論在美國和理論學界的討論受到了前所未有的重視和關注，在1990年終于看到了這一理論真正的活躍和它的

30、概念。在那時，美國大多數(shù)的制造商和營銷機構(gòu)還是非常努力的希望實現(xiàn)整合營銷溝通的價值。到現(xiàn)在已經(jīng)時過六年，很明顯這項概念仍然處在不斷的發(fā)展之中。</p><p>　　到1996年，一本意義特殊的雜志《市場營銷溝通》面世，對整合營銷溝通理論建設和證明各種重要的整合營銷溝通問題做出了實質(zhì)性的貢獻，相對于后整合營銷那時仍處于早期的范例。這本雜志的產(chǎn)生的確是整合的期望但在西方文化中卻并不是一種權威的標準但論文的情況卻有所不

31、同。然而，大部分主流關于市場營銷的文章和市場營銷溝通的著作差不多都采用了整合營銷溝通的方法或者是觀點。很明顯，整合營銷溝通已經(jīng)穩(wěn)固了在市場營銷中作為“學術智慧”的地位。</p><p>　　雖然各位作者與研究人員在教學中或者是研究中已經(jīng)發(fā)展了各種類型的整合營銷溝通方法或者是概念，但看上去似乎與他人的研究基本是脫離的或是僅從他們自己的觀點進行發(fā)展。目前，仍然沒有一種對定義，理論描述或者過程連貫的或者相互肯定的說法。