廣告專業(yè)畢業(yè)論文外文資料翻譯--基于整合營(yíng)銷溝通理論對(duì)美國(guó)廣告代理商的一項(xiàng)探索性研究(已修改)
2025-06-01 03:03 本頁(yè)面
【正文】 1 外文資料 ： Integrated Marketing Communications in 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 . advertising agencies (total estimated billings$ 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 munications marketplace leading toward the next millennium. This paper is one of a series relating to a continuing, now being 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 munications 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:
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