资源描述:
《广告专业毕业论文外文资料翻译》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文资料:IntegratedMarketingCommunicationsinU.S.AdvertisingAgencies:AnExploratoryStudyThispaperreviewsthedevelopmentoftheconceptofIntegratedMarketingCommunications(IMC)intermsofitstheoreticalfoundationsthroughanexploratorystudyofIMCwithinajudgmentsampleofU.S.advertisingagencies(totalestimatedbillings-
2、$20.4billion).ThepaperconsiderstheargumentsadvancedfrombothacademicandpractitionersidesinrelationtowhatIMCisandwhetheritofferssignificantvaluetoadvertisingagenciesandtheirclientsintherapidlychangingcommunicationsmarketplaceleadingtowardthenextmillennium.Thispaperisoneofaseriesrelatingtoacontinuing
3、,nowbecomingworldwide,investigationoftheemergentconceptandfieldofIntegratedMarketingCommunications(IMC).Theoriginalresearchinthisfieldbeganin1991byfacultyattheMedillSchoolofJournalism,NorthwesternUniversity,intheUnitedStates(Caywoodetal.,1991).ThispaperextendsknowledgeonhowtheconceptofIMCisdiffusi
4、ngbyprovidinganinitialanalysisofdataonhowsenioradvertisingagencyexecutivesperceiveIMCuseanddevelopmentintheUnitedStates.ItprovidesaperspectiveonthecurrentstateofIMCandlevelsofimplementationandusageinanimportantsegmentofthemarketingcommunicationslandscape.Additionalstudieswillfollowwith8advertising
5、agenciesinIndia,Australia,NewZealand,andNorway.AsimilarstudyhasalreadybeenconductedintheUnitedKingdom.Resultsofthatstudyarenotincludedhere.Thispaperrepresentsaninteractiveeffortamongthreegroups:theIMCfaculty,MedillSchoolofJournalism,NorthwesternUniversity,Evanston,Illinois,U.S.;theResearchCentrefo
6、rCorporateandMarketingCommunications,StrathclydeUniversity,Glasgow,Scotland,U.K.;andtheAmericanAssociationofAdvertisingAgencies(AAAA),NewYork,NY,U.S.ThesecondgroupwasresponsibleforadaptingandextendingtheoriginalresearchstudyconductedbyNorthwesternUniversityin1991(Caywoodetal.,1991).Thestudywasfurt
7、heredbythesupportofthe4A’swhichprovidednotonlyamembershiplistofactiveagenciesforquestionnairedistributionbutacoverletterofsupportaswell.Theresearchexploredthreerelatedobjectives:1.Todeepenunderstandingofhowandinw