美国广告公司的整合营销探索研究 Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study
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关键词： 美国广告 整合营销探索研究 Integrated Marketing Communications U.S. Advertising AgenciesExploratory Study

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美国广告公司的整合营销探索研究
Integrated Marketing Communications in U.S.Advertising Agencies: An Exploratory Study

整合营销传播理论.
IntegratedMarketingCommunicatins，简称：IMC.
核心思想是将与企业进行市场营销所有关的一切传播活动一元化。

Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).

Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication.

Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touchpoints to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach.

This paper reviews the development of the concept of Integrated MarketingCommunications (IMC) in terms of its theoretical foundations through an exploratorystudy of IMC within a judgment sample of U.S. advertising agencies (total estimatedbillings-$20.4 billion). The paper considers the arguments advanced from bothacademic and practitioner sides in relation to what IMC is and whether it offerssignificant value to advertising agencies and their clients in the rapidly changingcommunications marketspace leading toward the next millennium.

LITERATURE REVIEW

Prior to the study conducted by  Caywood  et al.(1991) there appears to be little or no formal  dis- cussion or even description of what isnow called Integrated Marketing Commu-nications. While doubtless there had beenpractitioner discussions and trade pressarticles, the Northwestern study, fundedby the  4A’ s  and the Association of Na-tional Advertisers (ANA) appears to bethe first formal, well-defined attempt tobring some understanding of the conceptto the literature. Thus, most of the historyof IMC thinking and discussion is gener-ally less than seven years old. While therehas been considerable debate and discus-sion of the subject, i.e., who does it, how itis done, etc., the formal presentation of re-search, theory development, and othermaterials by either practitioners or aca-demics has been slow in coming.Given its history, much of the IMC lit-erature and learning has focused on theexplanation of IMC in the marketplace,i.e., what it is, how it operates in the com-munications arena, etc., rather than ontheory building or understanding of thebasic principles. These points must bekept in mind, for while the literature issparse at this point, it is apparently grow-ing rather rapidly.

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