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

1、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：Integrated Marketing Communications (IMC) In A Social Marketing Context: An Application To Practice - Drug And Alcohol Treatment Services.原文：BackgroundDrug and alcohol use is highly prevalent and represents major areas of social and economic concern for the c

2、ommunity at large (Makkai & McAllister, 1998). In Australia, it has been estimated that in 1998 approximately 22,500 persons died directly or indirectly as a result of alcohol and other drug use. Additionally, there were 175,000 admissions to hospital as a result of harmful alcohol or other drug use

3、 (A1HW, 1999). The economic consequences of drug and alcohol use are in the order of $18 billion dollars a year (Collins & Lapsley, 1996). Substantial public health, social and economic benefits will therefore logically flow from improvements in accessibility, quantity, and quality of drug and alcoh

4、ol interventions provided to communities.GPs are now being recognized, within the medical field, as providers of drug and alcohol interventions beyond just screening and enquiring. This recognition was declared in the National Drug Strategic Framework 1998/1999 to 2002/03 (Ministerial Council on Dru

5、g Strategy, 1998) and in other recent reviews (Webster, 1995; Commonwealth Department of Human Services and Health, 1995). There are clear reasons why GPs are appropriate providers of drug and alcohol interventions. GPs are often with a patient at a teachable moment where they have the first and imp

6、act opportunity to link an intervention to an identified (for the first time) drug and alcohol related pathology (Anderson, 1993). GPs provide continuity of care over time (Girgis &Sanson-Fisher, 1996). GPs are accessible due to their geographical spread and numbers across the community (Bridges-Web

7、b, 1987) and see approximately 80% of the population throughout the year (Deeble, 1991).Despite the extent of literature on the issues relevant to GPs, detecting and treating drug and alcohol related conditions in their surgeries, little attention has been directed to the attitude of the public to G

8、Ps as providers of drug and alcohol services, nor general practice as a setting in which to assess alcohol and other drug use and treat related problems. The expected benefits of enhanced GP involvement in the drug and alcohol related problems of their patients rely heavily on the patients preparedn

9、ess to accept and seek drug and alcohol assistance from their GRAn initial study was conducted with the Alcohol and Other Drug Service (AODS) of the Central Coast Area Health Service, NSW to investigate the attitudes and beliefs of the public towards GPs as being the initial providers of drug and al

10、cohol services. This study was part of a longitudinal project that is attempting to widen the availability of drug and alcohol treatment to include GPs. The aims of the initial study were to determine the publics attitude about the acceptability of GPs as providers of drug and alcohol interventions,

11、 identify the reasons supporting, or otherwise the notion of GPs as providers of drug and alcohol interventions.A random sample of 1022 persons in NSW was interviewed by telephone using the CATI system. The sample was split to include 510 from the Central Coast region and 512 from the remainder of N

12、SW. The findings showed that there is not a very high level of acceptance within the community towards the provision of drug and alcohol services by GPs. Overall only 29% of people were in favor of seeing a GP for these services, 23%perceive GPs to be capable of providing these services and 43% were

13、 personally willing to see a GP for this purpose. GPs are the fourth most commonly thought of place to go to for assistance with a drug and alcohol problem is in the context of generally low awareness of places to seek assistance. Additionally, females between the ages of 35-54 had more favorable at

14、titudes towards GPs as providers of alcohol and other drug treatment. The research also showed that people aged 24 and under, with drug and alcohol problems are more likely to seek assistance from friends and family. The 1998 National Drug StrategyHousehold Survey (A1HW 1999) shows that the proporti

15、on of the population that consume alcohol and use illicit drugs is high in the age group 14-19 and highest in the age group 20-29. There appears to be an opportunity to target family and friends with the aim of using the trickle down influence. Consequently, the primary target market for strategic d

16、evelopment is women aged 35-54 with a secondary target market of people in the age group of 14-29.Marketing strategies have now been developed and will be implemented on the Central Coast only, in an attempt re-inforcement the attitudes of the primary market and change those of the secondary market.

17、Integrated Marketing CommunicationsBroadly, in commercial marketing, communication in the marketing environment is changing. These changes include rising costs, increased options in the media, fragmentation of the audience and a decrease in the impact and credibility of advertising. Nowak et al (199

18、7) argue that these changes have caused many marketers to shift money and resources from advertising to other communications activities, such as public relations, trade and consumer sales promotion, and direct and interpersonal communication based on the work of Duncan & Caywood (1996) and Rust and

19、Oliver (1994).The social marketing environment has similarly changed in the last 10 years. For example, media outlets and media based activities are increasingly becoming expensive and are difficult to use. The consequences of this shift include both an increase in the choice of communication tools

20、used to influence consumer behavior and, more importantly, paved the way for the advocacy of integrated approaches to marketing communication planning and management (Gingell, 1997; Nowak and Phelps, 1994).Again, in broad commercial marketing, Schultz & Kitchen (1997) argue that the IMC approach to

21、attitude and behavior change is fast replacing the traditional approach of dependence on advertising in the commercial marketing. Traditional approaches involve shifting a target audience through a series of communication steps, for example, awareness, knowledge, preference and conviction using mess

22、ages that are disseminated through purchased media time and/or space (Schultz and Wang, 1994). IMC is the recognition that, in order to have an impact on the attitude or behavior of a target market, it is necessary to have communications plans that examine and coordinate strategically, various eleme

23、nts of communication disciplines. Additionally, the message has to be clear, consistent and driven by the audience (Caywood 1997; Smith 1995).In the social marketing sphere, Nowak et al (1997) state that although the application of IMC is relatively new and unexplored, the literature suggests that t

24、he integrated communication approach has great potential in health communication efforts.Social marketers, like commercial marketers, have a wide range of communication disciplines and activities they can use to influence attitudes or behavior. They include social advertising, public relations, medi

25、a relations, media advocacy, mass media-based information/education campaigns, risk communications, partnership with commercial and/or non profit organization and community, target population outreach and education program (Cleft 1995; Proceedings from innovations in social marketing conference, 199

26、7). The authors argue that the strategies of larger health promotion and disease prevention organizations such as media relations, health promotion, social advertising and interpersonal communication tend to operate as separate functions with their own objectives, target audiences, messages and mess

27、age delivery channels, similar to commercial entities. Consequently, an effective IMC needs an organization to have strong, centralized communication planning and management. (Caywood, 1997)There has been much evidence to show that those health communication campaigns that use multiple channels to s

28、pread their messages are more effective in changes to attitude and behavior than those that primarily use only one tool (Flora, Saphir, Schooler & Rimal 1997; Rice & Atkin 1994). A combination of channels allows for an increase in the effectiveness of another channel. (Schooler, Chaffe Flora, Roser

29、1998). Lazarsfeld and Mertong (1969) say that a combination of mass media and face-to-face discussion can reinforce each other. Additionally, many authors have argued that although the mass media is effective at disseminating information, interpersonal communication is necessary for changes in attit

30、ude and/or behavior. (Chaffee1982; Hornik, 1989; Valente, 1993; Valente, Poppe, & Merritt, 1996). Valente & Saba (1998) argue that this belief has directed many marketing strategies to use the mass media to advertise new ideas and products, and then to rely on outreach and peer education programs fo

31、r adoption.The selection of the channel has a significant impact, in term of maximizing the effectiveness of the problems, given the limited resources. Hornik (l989) supports this argument when he states that the outcome of health campaigns is strongly influenced by the choice of channels that are a

32、ffordable, feasible and sustainable over time.In a study conducted by Lefbvre, Olander & Levine (1999) the impact of multiple channel delivery of nutrition messages on student knowledge, motivation and behavior was analyzed. The Multifaceted Nutrition education was delivered in schools, home and thr

33、ough the media. The primary objective was to provide a consistent and clear message through multiple channels to motivate the children to eat nutritionally (Bandura, 1986; Lefebvre & Flora, 1988). Three different multivariate models of the multiple channels on nutrition behavior were examined. All the models supported the general overall finding that e