广告专业毕业论文外文资料翻译--基于整合营销沟通理论对美国广告代理商的一项探索性研究(编辑修改稿)

广告专业毕业论文外文资料翻译--基于整合营销沟通理论对美国广告代理商的一项探索性研究(编辑修改稿)内容摘要：

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 be the first formal, welldefined attempt to bring some understanding of the concept to the literature. Thus, most of the history of IMC thinking and discussion is generally less than seven years old. While there has been considerable debate and discussion of the subject, ., who does it, how it is done, etc., the formal presentation of research, theory development, and other materials by either practitioners or academics has been slow in ing. Given its history, much of the IMC literature and learning has focused on the explanation of IMC in the marketplace, ., 4 what it is, how it operates in the munications arena, etc., rather than on theory building or understanding of the basic principles. These points must be kept in mind, for while the literature is sparse at this point, it is apparently growing rather rapidly. Schultz (1991) formalized the IMC discussion in the United 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 manufacturers 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 s。