廣告專業(yè)畢業(yè)論文外文資料翻譯--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(文件)
【正文】 onducted by Northwestern University in 1991 (Caywood et al., 1991). The study was furthered by the support of the 4A’s 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 . 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 being 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 4A’s and the Association of National Advertisers (ANA) appears to b
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