外文翻译在社会营销环境下的整合营销传播IMC在酗酒和吸毒治疗服务中的实践运用.docx

外文翻译在社会营销环境下的整合营销传播IMC在酗酒和吸毒治疗服务中的实践运用.docx

《外文翻译在社会营销环境下的整合营销传播IMC在酗酒和吸毒治疗服务中的实践运用.docx》由会员分享，可在线阅读，更多相关《外文翻译在社会营销环境下的整合营销传播IMC在酗酒和吸毒治疗服务中的实践运用.docx（12页珍藏版）》请在冰豆网上搜索。

外文翻译在社会营销环境下的整合营销传播IMC在酗酒和吸毒治疗服务中的实践运用

标题：

IntegratedMarketingCommunications（IMC）InASocialMarketingContext:

AnApplicationToPractice-DrugAndAlcoholTreatmentServices.

原文：

Background

Drugandalcoholuseishighlyprevalentandrepresentsmajorareasofsocialandeconomicconcernforthecommunityatlarge（Makkai&McAllister,1998）.InAustralia,ithasbeenestimatedthatin1998approximately22,500personsdieddirectlyorindirectlyasaresultofalcoholandotherdruguse.Additionally,therewere175,000admissionstohospitalasaresultofharmfulalcoholorotherdruguse（A1HW,1999）.Theeconomicconsequencesofdrugandalcoholuseareintheorderof$18billiondollarsayear（Collins&Lapsley,1996）.Substantialpublichealth,socialandeconomicbenefitswillthereforelogicallyflowfromimprovementsinaccessibility,quantity,andqualityofdrugandalcoholinterventionsprovidedtocommunities.

GPsarenowbeingrecognized,withinthemedicalfield,asprovidersofdrugandalcoholinterventionsbeyondjustscreeningandenquiring.ThisrecognitionwasdeclaredintheNationalDrugStrategicFramework1998/1999to2002/03（MinisterialCouncilonDrugStrategy,1998）andinotherrecentreviews（Webster,1995;CommonwealthDepartmentofHumanServicesandHealth,1995）.ThereareclearreasonswhyGPsareappropriateprovidersofdrugandalcoholinterventions.GPsareoftenwithapatientata"teachablemomentwheretheyhavethefirstandimpactopportunitytolinkaninterventiontoanidentified（forthefirsttime）drugandalcoholrelatedpathology（Anderson,1993）.GPsprovidecontinuityofcareovertime（Girgis&Sanson-Fisher,1996）.GPsareaccessibleduetotheirgeographicalspreadandnumbersacrossthecommunity（Bridges-Webb,1987）andseeapproximately80%ofthepopulationthroughouttheyear（Deeble,1991）.

DespitetheextentofliteratureontheissuesrelevanttoGPs,detectingandtreatingdrugandalcoholrelatedconditionsintheirsurgeries,littleattentionhasbeendirectedtotheattitudeofthepublictoGPsasprovidersofdrugandalcoholservices,norgeneralpracticeasasettinginwhichtoassessalcoholandotherdruguseandtreatrelatedproblems.TheexpectedbenefitsofenhancedGPinvolvementinthedrugandalcoholrelatedproblemsoftheirpatientsrelyheavilyonthepatients'preparednesstoacceptandseekdrugandalcoholassistancefromtheirGR

AninitialstudywasconductedwiththeAlcoholandOtherDrugService（AODS）oftheCentralCoastAreaHealthService,NSWtoinvestigatetheattitudesandbeliefsofthepublictowardsGPsasbeingtheinitialprovidersofdrugandalcoholservices.ThisstudywaspartofalongitudinalprojectthatisattemptingtowidentheavailabilityofdrugandalcoholtreatmenttoincludeGPs.Theaimsoftheinitialstudyweretodeterminethepublics'attitudeabouttheacceptabilityofGPsasprovidersofdrugandalcoholinterventions,identifythereasonssupporting,orotherwisethenotionofGPsasprovidersofdrugandalcoholinterventions.

Arandomsampleof1022personsinNSWwasinterviewedbytelephoneusingtheCATIsystem.Thesamplewassplittoinclude510fromtheCentralCoastregionand512fromtheremainderofNSW.ThefindingsshowedthatthereisnotaveryhighlevelofacceptancewithinthecommunitytowardstheprovisionofdrugandalcoholservicesbyGPs.Overallonly29%ofpeoplewereinfavorofseeingaGPfortheseservices,23%perceiveGPstobecapableofprovidingtheseservicesand43%werepersonallywillingtoseeaGPforthispurpose.GPsarethefourthmostcommonlythoughtofplacetogotoforassistancewithadrugandalcoholproblemisinthecontextofgenerallylowawarenessofplacestoseekassistance.

Additionally,femalesbetweentheagesof35-54hadmorefavorableattitudestowardsGPsasprovidersofalcoholandotherdrugtreatment.Theresearchalsoshowedthatpeopleaged24andunder,withdrugandalcoholproblemsaremorelikelytoseekassistancefromfriendsandfamily.The1998NationalDrugStrategy

HouseholdSurvey（A1HW1999）showsthattheproportionofthepopulationthatconsumealcoholanduseillicitdrugsishighintheagegroup14-19andhighestintheagegroup20-29.Thereappearstobeanopportunitytotargetfamilyandfriendswiththeaimofusingthe"trickledown"influence.Consequently,theprimarytargetmarketforstrategicdevelopmentiswomenaged35-54withasecondarytargetmarketofpeopleintheagegroupof14-29.

MarketingstrategieshavenowbeendevelopedandwillbeimplementedontheCentralCoastonly,inanattemptre-inforcementtheattitudesoftheprimarymarketandchangethoseofthesecondarymarket.

IntegratedMarketingCommunications

Broadly,incommercialmarketing,communicationinthemarketingenvironmentischanging.Thesechangesincluderisingcosts,increasedoptionsinthemedia,fragmentationoftheaudienceandadecreaseintheimpactandcredibilityofadvertising.Nowaketal（1997）arguethatthesechangeshavecausedmanymarketerstoshiftmoneyandresourcesfromadvertisingtoothercommunicationsactivities,suchaspublicrelations,tradeandconsumersalespromotion,anddirectandinterpersonalcommunicationbasedontheworkofDuncan&Caywood（1996）andRustandOliver（1994）.

Thesocialmarketingenvironmenthassimilarlychangedinthelast10years.Forexample,mediaoutletsandmediabasedactivitiesareincreasinglybecomingexpensiveandaredifficulttouse.Theconsequencesofthisshiftincludebothanincreaseinthechoiceofcommunicationtoolsusedtoinfluenceconsumerbehaviorand,moreimportantly,pavedthewayfortheadvocacyofintegratedapproachestomarketingcommunicationplanningandmanagement（Gingell,1997;NowakandPhelps,1994）.

Again,inbroadcommercialmarketing,Schultz&Kitchen（1997）arguethattheIMCapproachtoattitudeandbehaviorchangeisfastreplacingthetraditionalapproachofdependenceonadvertisinginthecommercialmarketing.Traditionalapproachesinvolveshiftingatargetaudiencethroughaseriesofcommunicationsteps,forexample,awareness,knowledge,preferenceandconvictionusingmessagesthataredisseminatedthroughpurchasedmediatimeand/orspace（SchultzandWang,1994）.IMCistherecognitionthat,inordertohaveanimpactontheattitudeorbehaviorofatargetmarket,itisnecessarytohavecommunicationsplansthatexamineandcoordinatestrategically,variouselementsofcommunicationdisciplines.Additionally,themessagehastobeclear,consistentanddrivenbytheaudience（Caywood1997;Smith1995）.

Inthesocialmarketingsphere,Nowaketal（1997）statethatalthoughtheapplicationofIMCisrelativelynewandunexplored,theliteraturesuggeststhattheintegratedcommunicationapproachhasgreatpotentialinhealthcommunicationefforts.

Socialmarketers,likecommercialmarketers,haveawiderangeofcommunicationdisciplinesandactivitiestheycanusetoinfluenceattitudesorbehavior.Theyincludesocialadvertising,publicrelations,mediarelations,mediaadvocacy,massmedia-basedinformation/educationcampaigns,riskcommunications,partnershipwithcommercialand/ornonprofitorganizationandcommunity,targetpopulationoutreachandeducationprogram（Cleft1995;Proceedingsfrominnovationsinsocialmarketingconference,1997）.Theauthorsarguethatthestrategiesoflargerhealthpromotionanddiseasepreventionorganizationssuchasmediarelations,healthpromotion,socialadvertisingandinterpersonalcommunicationtendtooperateasseparatefunctionswiththeirownobjectives,targetaudiences,messagesandmessagedeliverychannels,similartocommercialentities.Consequently,aneffectiveIMCneedsanorganizationtohavestrong,centralizedcommunicationplanningandmanagement.（Caywood,1997）

Therehasbeenmuchevidencetoshowthatthosehealthcommunicationcampaignsthatusemultiplechannelstospreadtheirmessagesaremoreeffectiveinchangestoattitudeandbehaviorthanthosethatprimarilyuseonlyonetool（Flora,Saphir,Schooler&Rimal1997;Rice&Atkin1994）.Acombinationofchannelsallowsforanincreaseintheeffectivenessofanotherchannel.（Schooler,ChaffeFlora,Roser1998）.LazarsfeldandMertong（1969）saythatacombinationofmassmediaandface-to-facediscussioncanreinforceeachother.Additionally,manyauthorshavearguedthatalthoughthemassmediaiseffectiveatdisseminatinginformation,interpersonalcommunicationisnecessaryforchangesinattitudeand/orbehavior.（Chaffee1982;Hornik,1989;Valente,1993;Valente,Poppe,&Merritt,1996）.Valente&Saba（1998）arguethatthisbeliefhasdirectedmanymarketingstrategiestousethemassmediatoadvertisenewideasandproducts,andthentorelyonoutreachandpeereducationprogramsforadoption.

Theselectionofthechannelhasasignificantimpact,intermofmaximizingtheeffectivenessoftheproblems,giventhelimitedresources.Hornik（l989）supportsthisargumentwhenhestatesthattheoutcomeofhealthcampaignsisstronglyinfluencedbythechoiceofchannelsthatareaffordable,feasibleandsustainableovertime.

InastudyconductedbyLefbvre,Olander&Levine（1999）theimpactofmultiplechanneldeliveryofnutritionmessagesonstudentknowledge,motivationandbehaviorwasanalyzed.TheMultifacetedNutritioneducationwasdeliveredinschools,homeandthroughthemedia.Theprimaryobjectivewastoprovideaconsistentandclearmessagethroughmultiplechannelstomotivatethechildrentoeatnutritionally（Bandura,1986;Lefebvre&Flora,1988）.Threedifferentmultivariatemodelsofthemultiplechannelsonnutritionbehaviorwereexamined.Allthemodelssupportedthegeneraloverallfindingthate