營(yíng)銷(xiāo)外文翻譯---基于整合營(yíng)銷(xiāo)溝通理論對(duì)美國(guó)廣告代理商的一項(xiàng)探索性研究 (2)

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(yíng)銷(xiāo)溝通理論對(duì)美國(guó)廣告代理商的一項(xiàng)探索性研究</p><p>　　本文通過(guò)對(duì)美國(guó)廣告代理商（總值約為二十億四千萬(wàn)美元）的案例研究回顧了整合營(yíng)銷(xiāo)溝通概念在理論上的發(fā)展過(guò)程。本文亦旨在通過(guò)從學(xué)術(shù)和實(shí)踐兩個(gè)方面的角度來(lái)探討什么是整合營(yíng)銷(xiāo)溝通，以及該理論是否能夠在未來(lái)迅速變化的營(yíng)銷(xiāo)溝通環(huán)境下對(duì)廣告代理商以及其客戶(hù)帶來(lái)

24、巨大的價(jià)值。</p><p>　　本文是時(shí)下全球范圍內(nèi)眾多探討整合營(yíng)銷(xiāo)溝通理論的文章之一。該領(lǐng)域最初始于1991年美國(guó)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(guò)分析一組關(guān)于美國(guó)廣告代理業(yè)高層管理人員運(yùn)用和發(fā)展整合營(yíng)銷(xiāo)溝通理論的重要數(shù)據(jù)進(jìn)一步拓展對(duì)營(yíng)銷(xiāo)整合溝通概念的認(rèn)識(shí)，拓寬了目前整合營(yíng)銷(xiāo)溝通理論及其具體應(yīng)用的視野，之后也將著眼于該領(lǐng)域在印度，澳大利亞，新西蘭和挪威的后

25、續(xù)研究。與之相似的一項(xiàng)研究已在英國(guó)完成，但研究結(jié)果將不會(huì)在此進(jìn)行討論。</p><p>　　本文集結(jié)了三部分緊密相連的團(tuán)體，分別為：西北大學(xué)麥迪爾新聞學(xué)院整合營(yíng)銷(xiāo)溝通專(zhuān)業(yè)（美國(guó)，伊利諾斯州，埃文斯市）；企業(yè)營(yíng)銷(xiāo)溝通研究中心（英國(guó)，蘇格蘭省，格拉斯哥市，斯特拉克斯萊德大學(xué)）；美國(guó)廣告代理商協(xié)會(huì)（美國(guó)紐約）。</p><p>　　斯特拉克斯萊德大學(xué)負(fù)責(zé)編寫(xiě)和深化美國(guó)西北大學(xué)1991年最初的研究

26、成果，而美國(guó)廣告代理協(xié)會(huì)則進(jìn)一步支持了該理論的發(fā)展，不僅是為研究的問(wèn)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(biāo)：</p><p>　　1、進(jìn)一步深化對(duì)整合營(yíng)銷(xiāo)溝通在美國(guó)如何以及在何種領(lǐng)域發(fā)展的理解；</p><p>　　2、調(diào)查美國(guó)廣告代理商高層主管代表其客戶(hù)發(fā)展，實(shí)踐以及運(yùn)用整合營(yíng)銷(xiāo)溝通理論的程度；</p&

27、gt;<p>　　3、在整合營(yíng)銷(xiāo)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(jià)值。</p><p>　　本文是基于對(duì)整合營(yíng)銷(xiāo)溝通概念形成以及運(yùn)用的各種不同觀點(diǎn)的動(dòng)態(tài)研究。因此，各廣告代理商對(duì)整合方法的實(shí)施在思想上和具體的實(shí)踐上也千差萬(wàn)別，本文也無(wú)需達(dá)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(yíng)銷(xiāo)溝通概念的各種維度從而能有助于鞏固該領(lǐng)域的研究。</p><p>　

28、　在凱伍德等人的研究之前，幾乎很少有關(guān)于對(duì)整合營(yíng)銷(xiāo)溝通的研究或者正式的討論。毫無(wú)疑問(wèn)，由美國(guó)廣告代理商協(xié)會(huì)和美國(guó)國(guó)家廣告者協(xié)會(huì)出資贊助的西北大學(xué)對(duì)其的定義和文獻(xiàn)撰寫(xiě)的努力成為了對(duì)該理論第一次正式的研究，因此以往大部分對(duì)整合營(yíng)銷(xiāo)溝通的想法和討論都像還未滿(mǎn)7歲的孩子。盡管對(duì)該課題比如由誰(shuí)發(fā)起的，如何運(yùn)用等問(wèn)題都有過(guò)大量的爭(zhēng)論和討論，但是但對(duì)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(guān)于整合營(yíng)銷(xiāo)溝通的文獻(xiàn)和知識(shí)都集中在解釋市場(chǎng)中的整合營(yíng)銷(xiāo)溝通，即如何在溝通領(lǐng)域運(yùn)用該理論等問(wèn)題而不是基于對(duì)其基本原則的建設(shè)和理解。這些觀點(diǎn)必須得到重視，因?yàn)槲墨I(xiàn)在這點(diǎn)上過(guò)于分散，而且其發(fā)展勢(shì)頭也相當(dāng)迅猛。</p><p>　　舒爾茨規(guī)范化了整合營(yíng)銷(xiāo)溝通在美國(guó)的討論，他的理論在美國(guó)和理論學(xué)界的討論受到了前所未有的重視和關(guān)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(shí)，美國(guó)大多數(shù)的制造商和營(yíng)銷(xiāo)機(jī)構(gòu)還是非常努力的希望實(shí)現(xiàn)整合營(yíng)銷(xiāo)溝通的價(jià)值。到現(xiàn)在已經(jīng)時(shí)過(guò)六年，很明顯這項(xiàng)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(chǎng)營(yíng)銷(xiāo)溝通》面世，對(duì)整合營(yíng)銷(xiāo)溝通理論建設(shè)和證明各種重要的整合營(yíng)銷(xiāo)溝通問(wèn)題做出了實(shí)質(zhì)性的貢獻(xiàn)，相對(duì)于后整合營(yíng)銷(xiāo)那時(shí)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(quán)威的標(biāo)準(zhǔn)但論文的情況卻有所不

31、同。然而，大部分主流關(guān)于市場(chǎng)營(yíng)銷(xiāo)的文章和市場(chǎng)營(yíng)銷(xiāo)溝通的著作差不多都采用了整合營(yíng)銷(xiāo)溝通的方法或者是觀點(diǎn)。很明顯，整合營(yíng)銷(xiāo)溝通已經(jīng)穩(wěn)固了在市場(chǎng)營(yíng)銷(xiāo)中作為“學(xué)術(shù)智慧”的地位。</p><p>　　雖然各位作者與研究人員在教學(xué)中或者是研究中已經(jīng)發(fā)展了各種類(lèi)型的整合營(yíng)銷(xiāo)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(diǎn)進(jìn)行發(fā)展。目前，仍然沒(méi)有一種對(duì)定義，理論描述或者過(guò)程連貫的或者相互肯定的說(shuō)法。