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1、外文资料：IntegratedMarketingCommunicationsinU.S.AdvertisingAgencies:AnExploratoryStudyThispaperreviewsthedevelopmentoftheconceptofIntegratedMarketingCommunications(IMC)intermsofitstheoreticalfoundationsthroughanexploratorystudyofIMCwithinajudgmentsampleofU.S.advertisingagenc
2、ies(totalestimatedbillings-$20.4billion).ThepaperconsiderstheargumentsadvancedfrombothacademicandpractitionersidesinrelationtowhatIMCisandwhetheritofferssignificantvaluetoadvertisingagenciesandtheirclientsintherapidlychangingcommunicationsmarketplaceleadingtowardthenextm
3、illennium.Thispaperisoneofaseriesrelatingtoacontinuing,nowbecomingworldwide,investigationoftheemergentconceptandfieldofIntegratedMarketingCommunications(IMC).Theoriginalresearchinthisfieldbeganin1991byfacultyattheMedillSchoolofJournalism,NorthwesternUniversity,intheUnite
4、dStates(Caywoodetal.,1991).ThispaperextendsknowledgeonhowtheconceptofIMCisdiffusingbyprovidinganinitialanalysisofdataonhowsenioradvertisingagencyexecutivesperceiveIMCuseanddevelopmentintheUnitedStates.ItprovidesaperspectiveonthecurrentstateofIMCandlevelsofimplementationa
5、ndusageinanimportantsegmentofthemarketingcommunicationslandscape.Additionalstudieswillfollowwithadvertising9agenciesinIndia,Australia,NewZealand,andNorway.AsimilarstudyhasalreadybeenconductedintheUnitedKingdom.Resultsofthatstudyarenotincludedhere.Thispaperrepresentsanint
6、eractiveeffortamongthreegroups:theIMCfaculty,MedillSchoolofJournalism,NorthwesternUniversity,Evanston,Illinois,U.S.;theResearchCentreforCorporateandMarketingCommunications,StrathclydeUniversity,Glasgow,Scotland,U.K.;andtheAmericanAssociationofAdvertisingAgencies(AAAA),Ne
7、wYork,NY,U.S.ThesecondgroupwasresponsibleforadaptingandextendingtheoriginalresearchstudyconductedbyNorthwesternUniversityin1991(Caywoodetal.,1991).Thestudywasfurtheredbythesupportofthe4A’swhichprovidednotonlyamembershiplistofactiveagenciesforquestionnairedistributionbuta
8、coverletterofsupportaswell.Theresearchexploredthreerelatedobjectives:1.Todeepenunderstandingofhowandinw
