In the past decade, the concept of integrated marketing communications (IMC) has swept around the globe and become an apparently integral part of the marketing, and even the corporate communication strategies of many companies (Kitchen, 2005; Schultz et al. 2011). IMC is considered a major factor affecting the outcomes of marketing strategy, and can help companies position products/services/brands, reach target markets, and effectively build brand image whether in a national or international context (Hsu et al. 2009) owing to synergies created from interactions between instruments of the marketing or promotion mix (Naik and Raman, 2003; Prasad and Sethi, 2008).
在過去十年中，整合行銷傳播（IMC）的概念席捲全球，成為許多公司行銷乃至企業傳播策略中顯然不可或缺的一部分（Kitchen, 2005; Schultz et al. 2011）。IMC 被視為影響行銷策略成效的主要因素，並能幫助公司在國內或國際背景下定位產品/服務/品牌、觸及目標市場，以及有效建立品牌形象（Hsu et al. 2009），這歸功於行銷或促銷組合工具之間互動所產生的綜效（Naik and Raman, 2003; Prasad and Sethi, 2008）。

All modern organizations, businesses as well as not-for-profit, use various forms of marketing communications functions, tools or instruments, led by advertising in the business-to-consumer (B2C) sector, to promote their offerings and achieve brand financial and non-financial goals (Shimp, 2008). An accelerating and ongoing integration of political, economic, cultural and technological developments has enabled companies to operate globally and adopt international advertising strategies (see Okazaki and Taylor, 2006). Meanwhile, the recent financial tsunamis sweeping over the global economy have helped companies focus on what matters most - retaining their existing customers.
所有現代組織，無論是商業性質還是非營利性質，都使用各種形式的行銷溝通功能、工具或手段，以廣告為主在商業對消費者（B2C）領域，來推廣他們的產品和服務，並實現品牌的財務和非財務目標（Shimp, 2008）。政治、經濟、文化和技術發展的加速和持續整合，使公司能夠在全球範圍內運營並採用國際廣告策略（見 Okazaki 和 Taylor, 2006）。同時，最近席捲全球經濟的金融海嘯，也幫助公司聚焦於最為關鍵的事項——留住現有客戶。

Ongoing polemic in the global arena concerns standardization versus localization of advertising. This topic has been extensively debated in the international advertising literature and seems to be of perennial interest (Melewar et al. 2009). A standardized approach assumes that advertising content and strategy created at home can be effectively implemented in other markets, in translation where appropriate. A localized approach criticizes the standardized assumption for not taking into account the economic, cultural and social aspects of local environs. In recent years, researchers have begun to recognize that decisions to standardize or to adapt cannot be dichotomous, as there are degrees along a continuum to
全球舞台上持續的爭議關乎廣告的標準化與本土化。這一主題在國際廣告文獻中已被廣泛辯論，並似乎成為一個長盛不衰的話題（Melewar 等人，2009 年）。標準化方法假設在本土創建的廣告內容和策略可以有效地在其他市場實施，適當時進行翻譯。本土化方法則批評標準化假設未考慮當地環境的經濟、文化和社會方面。近年來，研究人員開始認識到標準化或適應的決策不能是非此即彼的，因為這中間存在一個連續的過渡範圍。
which international advertising may be modified (Vrontis and Kitchen, 2005) based on product typology, consumer characteristics and environmental factors, thus producing a reconciliation or contingency approach.
國際廣告可能會根據產品類型、消費者特徵和環境因素進行調整（Vrontis 和 Kitchen，2005），從而產生一種調和或應變方法。
Tharp and Jeong (2001) proposed a solution for global organizations, “glocalisation”, which is based on global thinking and local adaptation, as explained by Singh et al. (2005).
Tharp 和 Jeong（2001 年）為全球組織提出了一個解決方案，「全球本土化」（glocalisation），這一概念基於全球思維和本地適應，正如 Singh 等人（2005 年）所解釋的。

Despite the lively debate in international advertising strategy, very few studies have investigated the implications of international advertising on IMC or vice versa, the specific requirements and opportunities of international advertising for implementing IMC (Douglas and Carig, 1996; Reich, 1998), or the applications of global IMC in international advertising (Gronroos, 2004; Johnson and Schultz, 2004; Schultz, 2003). In fact, advertising is one of the few promotional mix elements that can effectively cross cultural barriers, unlike, for example, sales promotion or direct marketing.
儘管在國際廣告策略上有熱烈的辯論，但很少有研究調查國際廣告對 IMC 的影響，或反之亦然，即國際廣告在實施 IMC 方面的特定需求和機會（Douglas 和 Carig，1996；Reich，1998），或全球 IMC 在國際廣告中的應用（Gronroos，2004；Johnson 和 Schultz，2004；Schultz，2003）。事實上，廣告是少數能夠有效跨越文化障礙的促銷組合元素之一，與例如銷售促進或直效行銷不同。
This chapter attempts to shed the light on the applicability of implementing global IMC utilizing standardized versus adapted advertising in a global or international context. We commence with the premise that a number of evolutionary trends in various areas of marketing and communications have transformed the application of IMC principles from an alternative option to an absolute requirement (Gurau, 2008). The chapter discusses various conceptualizations of IMC and communication tools with an emphasis on the importance of advertising as the most powerful form of communications in a B2C context (Navarro, 2005) and an essential component of marketing communications strategy. Then, controversy over the standardization of advertising campaigns is discussed from a global perspective in terms of three schools of thought: standardization, localization, and reconciliation. Based on this, the implications of international advertising on IMC are presented, as are the challenges and opportunities created by international advertising relating to implementation of global IMC.
本章旨在探討在全球或國際背景下，實施全球整合行銷傳播（IMC）時，採用標準化與適應性廣告的可行性。我們從一個假設出發，即在市場營銷和傳播的各個領域中，一些演變趨勢已將 IMC 原則的應用從一種替代選項轉變為絕對需求（Gurau, 2008）。本章討論了 IMC 的不同概念化以及傳播工具，強調廣告在 B2C 背景下作為最強大傳播形式（Navarro, 2005）以及市場營銷傳播策略中不可或缺的組成部分的重要性。接著，從全球角度討論了廣告活動標準化的爭議，涉及三種學派觀點：標準化、本土化和調和。基於此，本文提出了國際廣告對 IMC 的影響，以及國際廣告在實施全球 IMC 過程中帶來的挑戰和機遇。

In recent years, integrated marketing communication (IMC) has made its way into the mainstream marketing literature (Duncan and Caywood, 1996; Nowak and Phelps, 1994; Schultz, 2003, 2000b; Schultz and Kitchen, 1997; Schultz et al. 2011; Zahay et al. 2004; Grove et al. 2007).
近年來，整合行銷傳播（IMC）已經進入主流行銷文獻（Duncan and Caywood, 1996; Nowak and Phelps, 1994; Schultz, 2003, 2000b; Schultz and Kitchen, 1997; Schultz et al. 2011; Zahay et al. 2004; Grove et al. 2007）。

IMC was introduced in the late 1980s in the United States. However, considerable and widespread interest came from both academics and practitioners in marketing communications (Kliatchko, 2001a) as a result
IMC 在 1980 年代末期於美國被引入。然而，由於廣泛的興趣來自於學術界和實務界在行銷傳播領域的人士（Kliatchko, 2001a），IMC 開始受到重視。
of a number of evolutionary trends in various areas of marketing (Gurau, 2008). These trends include the increased fragmentation and segmentation of markets, relationship marketing and direct marketing (Durkin and Lawlor, 2001; Eagle and Kitchen, 2000); information technology - the development of new communication technologies and database applications (Kitchen and Schultz, 1999; McGoon, 1999; McKim, 2002; Reich, 1998); and the increased fragmentation of media audiences with the concomitant multiplicity and saturation of media channels (Hackley and Kitchen, 1998; Smith, 2002; Shimp, 2008).
這些趨勢包括市場的日益碎片化和細分、關係行銷和直銷（Durkin 和 Lawlor，2001；Eagle 和 Kitchen，2000）；資訊科技——新通訊技術和資料庫應用的發展（Kitchen 和 Schultz，1999；McGoon，1999；McKim，2002；Reich，1998）；以及媒體受眾的日益碎片化，伴隨而來的是媒體頻道的多樣性和飽和（Hackley 和 Kitchen，1998；Smith，2002；Shimp，2008）。

Kitchen et al. (2004a) and Schultz (1996b) argued that advances in information technology and the Internet underpinned and were driving forces leading toward IMC. These caused a major tectonic shift from mass marketing and product-centred theories of marketing to the more customer-centred, database driven and interactive measurable approaches of integrated marketing communications (Schultz, 2003) - and undoubtedly hastened the move toward relationship marketing.
Kitchen 等人（2004a）以及 Schultz（1996b）認為，資訊科技和互聯網的進步是支持並推動整合行銷傳播（IMC）發展的關鍵力量。這些進步導致了從大眾行銷和以產品為中心的行銷理論，向更以客戶為中心、數據庫驅動和互動可衡量方法的整合行銷傳播（Schultz, 2003）的重大板塊變動——毫無疑問地加速了向關係行銷的轉變。

The IT revolution in fact fundamentally changed the media landscape, which now includes database systems and sophisticated online facilities (Eagle and Kitchen, 2000; Kitchen, 2003 as cited in Holm, 2006). Technology has provided new and innovative channels of communication as well as making availability, development and management of databases an essential tool in customer management (Schultz and Schultz, 1998). Thus, as a result of the rapidly increasing tempo of communication technologies, the IMC approach can more accurately capture and manipulate data on consumers’ empirical behaviour if appropriately developed and managed (Schultz and Schultz, 1998), which has sped the movement toward segment and niche marketing and enabled marketers to adopt or adapt to new diverse fragmented communication channels (Kotler and Armstrong, 2005). Moreover, such vast improvements in information technology did diminish the power of traditional marketing and advertising, which simultaneously increased the need for more effective and costefficient methods in marketing communications (Kim et al. 2004).
資訊科技革命實質上徹底改變了媒體生態，如今包括資料庫系統和先進的線上設施（Eagle 和 Kitchen，2000；Kitchen，2003，引自 Holm，2006）。科技提供了新穎的溝通管道，並使資料庫的可獲得性、發展和管理成為客戶管理中不可或缺的工具（Schultz 和 Schultz，1998）。因此，由於通訊技術迅速增加的節奏，整合行銷傳播（IMC）方法如果能適當發展和管理，可以更精確地捕捉和操作消費者實證行為的數據（Schultz 和 Schultz，1998），這加速了向細分市場和利基市場行銷的轉變，並使行銷人員能夠採用或適應新的多元碎片化溝通管道（Kotler 和 Armstrong，2005）。此外，資訊技術的巨大進步確實削弱了傳統行銷和廣告的力量，同時也增加了行銷傳播中更有效和成本效益方法的需求（Kim 等人，2004）。

From the organizational side, the rapid movement towards cross-border marketing and increased international competition led many organizations to emphasize efficiency in all their operations, including marketing communications (Kliatchko, 2001a). Organizations are increasingly concerned about cost effectiveness and realizing that advertising in the old traditional ways is not always the most cost-effective way of reaching and influencing markets (Kliatchko, 2001a). This has led to allocation of budgets away from traditional mass media and advertising, which has promoted other promotional elements and IMC in terms of their recognisance and importance for effective marketing (see Holm, 2006).
從組織的角度來看，迅速向跨境行銷發展以及國際競爭加劇，導致許多組織強調在所有運營中提高效率，包括行銷溝通（Kliatchko, 2001a）。組織越來越關注成本效益，並意識到傳統廣告方式並非總是達到和影響市場的最具成本效益的方法（Kliatchko, 2001a）。這導致預算分配從傳統大眾媒體和廣告轉移，促進了其他促銷元素和整合行銷傳播（IMC）在認知和對有效行銷的重要性方面的提升（參見 Holm, 2006）。

Other organizational drivers for IMC include greater profitability through improved efficiency, increasing levels of accountability, coordinated brand development and competitive advantage, opportunities to utilize management time more productively, and in providing directionality and purposiveness for employees (Fill, 2003). As an aside here, empirical proof is needed for measured outcomes relating to these drivers.
其他推動整合行銷傳播（IMC）的組織因素包括透過提升效率來增加盈利能力、提高責任水平、協調品牌發展和競爭優勢、更有效利用管理時間的機會，以及為員工提供方向性和目的性（Fill, 2003）。順帶一提，這些因素相關的衡量結果需要實證證明。

From the market side, Jackson (2000) argues that the most basic driving force behind IMC were changes in the marketing environment(s) in which business is conducted. It is clear that the marketing communication industry - in terms of the structure of advertising agencies, the relationship between advertising and other agencies, and even the functions of various promotional tools - has undergone dramatic changes in the past two decades, both nationally and internationally. Such changes have resulted in the following seven major marketplace trends, which in turn have necessitated new ways of communicating (Duncan and Caywood, 1996).
從市場角度來看，傑克遜（2000）認為，IMC 背後最基本的推動力是企業營運所在的市場環境變化。顯然，行銷溝通產業——在廣告公司結構、廣告與其他代理機構的關係，乃至各種促銷工具的功能方面——在過去二十年裡，無論在國內還是國際上，都經歷了劇烈的變化。這些變化導致了以下七大市場趨勢，進而需要新的溝通方式（鄧肯和凱伍德，1996）。

Decreasing message impact and credibility: The growing number of commercial messages makes it increasingly difficult for single messages or media to be effective (Duncan and Caywood, 1996; Shimp, 2008). Consumers are no longer easily impressed by, or willing to accept commercial messages that are nothing more than a cacophony of words, visuals and sounds put together for the sake of being creative (Kliatchko, 2001a). Kiely also pointed out that the increase in the number of advertising channels, owing to the introduction of digital communication and other various forms of multimedia, coupled with more diversified and fragmented social change, has resulted in a decrease in the effectiveness of advertising through mass media, which has further eroded the dominance of traditional television advertising (Keily, 1993 as cited in Kim et al. 2004).
訊息影響力和可信度下降：商業訊息數量的增加使得單一訊息或媒體難以有效（Duncan and Caywood, 1996; Shimp, 2008）。消費者不再輕易對那些僅僅為了創意而將文字、視覺和聲音混雜在一起的商業訊息感到印象深刻，或願意接受（Kliatchko, 2001a）。Kiely 也指出，由於數位通訊和其他多媒體形式的引入，廣告頻道的增加，加上社會變革的多元化和碎片化，導致透過大眾媒體的廣告效果下降，這進一步侵蝕了傳統電視廣告的主導地位（Keily, 1993 as cited in Kim et al. 2004）。

Increasing mass media costs: Cost of tri-media advertising, particularly TV advertising, continues to escalate (Duncan and Caywood, 1996; Shimp, 2008). This trend has led ad clients to reallocate, and in many cases shift, proportions of marketing communication budgets to below-the-line promotional efforts (Kliatchko, 2001a).
大眾媒體成本增加：三媒體廣告的成本，尤其是電視廣告的成本，持續攀升（Duncan 和 Caywood，1996；Shimp，2008）。這一趨勢導致廣告客戶重新分配，並在許多情況下轉移，市場行銷溝通預算的比例至線下促銷活動（Kliatchko，2001a）。

Increasing media fragmentation: Not only are media vehicles becoming more expensive, they are also becoming more fragmented as more specialized offerings in TV, radio and print, and in offline and online media, emerge and coalesce (Duncan and Caywood, 1996; Kliatchko, 2001a). As markets have increasingly fragmented over the past three decades, marketers have moved away from mass toward micro, or even niche, marketing (Kotler and Armstrong, 2005). Increasingly, targeted marketing programmes are designed to build closer relationships with customers in more narrowly segmented markets (Lee and Park, 2007). It should be noted that these markets are not necessarily geographically based. Thus, the notion
媒體碎片化日益嚴重：不僅媒體載具變得更加昂貴，隨著電視、廣播和印刷媒體，以及線上和線下媒體中出現更多專業化的產品並逐漸融合，它們也變得更加碎片化（Duncan 和 Caywood，1996；Kliatchko，2001a）。隨著市場在過去三十年中日益碎片化，行銷人員已經從大眾行銷轉向微型，甚至利基行銷（Kotler 和 Armstrong，2005）。越來越多針對性行銷計劃旨在在更細分的市场中與客戶建立更密切的關係（Lee 和 Park，2007）。應該指出的是，這些市場並不一定是基於地理區位的。因此，這種觀念
of a ‘marketplace’ is counterpoised, and indeed counterbalanced by the ‘marketspace’ - space in which relationships can be built and sustained and in which repeated transactions take place (Kitchen, 2012).
「市場」的概念與「市場空間」形成對比，並且實際上由「市場空間」所平衡——這是一個可以建立和維持關係，並且進行重複交易的空间（Kitchen, 2012）。

Decreasing costs of databases: Currently, consumer databases are more affordable to many organizations than ever before, particularly in developed markets. This, coupled with the increased sophistication of audience segmentation, has provided companies with many new ways to reach target audiences efficiently. For marketing to be practised effectively today, use of consumer databases is mandated (Kliatchko, 2001a).
降低數據庫成本：目前，消費者數據庫對許多組織來說比以往任何時候都更為實惠，尤其是在發達市場。這一點，加上受眾細分技術的日益精進，為公司提供了許多高效觸達目標受眾的新方法。要使當今的行銷實踐有效，使用消費者數據庫是必須的（Kliatchko, 2001a）。

Increasing audience fragmentation: With the help of computers and more sophisticated research methods, companies have increasingly been able to segment and target specialized audiences more accurately. This has, in turn, placed more emphasis on finding media that can efficiently reach niche markets (Duncan and Caywood, 1996). The point to note here that it is not so much how organizations wish to communicate that is important in the twenty-first century, but how customers want to be communicated with. Thus, the very notion of audience fragmentation, demassification and smudge inexorably and necessarily direct managerial attention to the underlying dynamics of served markets.
觀眾碎片化日益嚴重：藉助電腦和更先進的研究方法，公司越來越能夠精確地細分和鎖定專業化的觀眾群體。這反過來也使得尋找能有效觸達利基市場的媒體變得更加重要（Duncan 和 Caywood，1996 年）。在此需要注意的是，在二十一世紀，重要的並不是組織希望如何傳播，而是顧客希望如何被傳播。因此，觀眾碎片化、去大眾化以及模糊化的概念不可避免且必然地將管理者的注意力引向所服務市場的底層動態。

Increasing number of me-too products: Because of strong competition within product categories, manufacturers have been able successfully to copy their competitors’ products in almost all aspects - product quality, pricing, distribution, and so on. This, however, has also created problems. The result has been a proliferation of almost identical products with very little perceived differentiation (Kliatchko, 2001a; Kitchen, 2012). This means that marketing communication must either create a strong brand image and/or deliver sufficient commercial messages to gain attention and sales (Duncan and Caywood, 1996; Shimp, 2010).
日益增多的仿效產品：由於產品類別內競爭激烈，製造商已能夠在幾乎所有方面成功仿製競爭對手的產品——包括產品品質、定價、分銷等等。然而，這也帶來了問題。結果是出現了大量幾乎完全相同的產品，感知差異非常小（Kliatchko, 2001a; Kitchen, 2012）。這意味著行銷溝通必須 either 創造強大的品牌形象和/或傳遞足夠的商業訊息，以獲得關注和銷售（Duncan and Caywood, 1996; Shimp, 2010）。

Increasing power of retailers: Giant retailers, because of their size and instantaneous information provided by scanner data, have both the influence and knowledge to dictate to suppliers the kind of products and promotions they want and when they want them (Duncan and Caywood, 1996). The growth of global retail chains such as Carrefour, Walmart and Tesco testifies to the internationalization of retail strategies. Hence, promotional strategies spearheaded by advertising can presumably be replicated in other, similar cultures. In some cases this can be both irritating and annoying, for example, as US voice-overs inform consumers in a recognizable nasal twang of the virtues of multinational brands in other countries. UK-based customers visiting the USA or Canada can hardly fail to recognize the many resemblances to ASDA, while the ubiquity of attempting to create low price consciousness in consumers by global or international retailers spans many countries.
零售商權力增強：由於大型零售商的規模以及掃描器數據提供的即時資訊，他們擁有影響力和知識，能夠向供應商指定他們想要的产品和促銷活動，以及何時需要這些（Duncan and Caywood, 1996）。家樂福、沃爾瑪和特易購等全球零售連鎖的增長，證明了零售策略的國際化。因此，以廣告為先導的促銷策略假設可以在其他類似的文化中複製。在某些情況下，這可能既令人煩躁又討厭，例如，美國的旁白以明顯的鼻音向消費者介紹跨國品牌在其他國家的優點。英國的顧客訪問美國或加拿大時，幾乎不可能不認出與 ASDA 的許多相似之處，而全球或國際零售商試圖在消費者中創造低價意識的普遍做法跨越了許多國家。

Other market-based drivers for IMC include greater levels of audience communication literacy, stakeholder needs for increasing amounts and diversity of information, the move from transaction-based marketing towards relationship marketing, and the rapid ongoing development of networks, collaboration and alliances (Fill, 2003).
其他市場導向的整合行銷傳播（IMC）推動因素包括觀眾溝通素養的更高水平、利益相關者對增加信息量及多樣性的需求、從交易型營銷向關係型營銷的轉變，以及網絡、合作與聯盟的快速持續發展（Fill, 2003）。

From the consumer side, changes in consumer lifestyles, which have resulted in audience fragmentation, encourage advertisers to develop fast and diverse response communication approaches (Kim et al. 2004).
從消費者端來看，消費者生活方式的變化導致觀眾碎片化，這鼓勵廣告商發展快速且多樣的回應溝通策略（Kim 等人，2004）。

As seen, consumer markets have splintered into smaller, more diversified segments (Kliatchko, 2001a). Engel et al. (1994) stated that appealing to unidentified individuals in a mass market was becoming a dead end, similar to advertising wedding cakes on confetti. One fundamental consequence of this has been that the traditional emphasis on heavyweight mass communication campaigns (so-called above-the-line campaigns) has been replaced or at least supplemented by more direct and highly targeted promotional activities, ranging from narrowly focused speciality magazines and cable television channels to Internet catalogues and coupon promotions aimed at reaching and influencing the smallest of all target groups, the single individual (Holm, 2006).
如所見，消費者市場已經分裂成更小、更多元化的細分市場（Kliatchko, 2001a）。Engel 等人（1994）指出，向大眾市場中未識別的個體進行吸引已經變成一條死胡同，就像在五彩紙屑上廣告婚禮蛋糕一樣。這帶來的一個基本後果是，傳統上對重型大眾傳播活動的重視（所謂的線上活動）已被取代或至少被更直接且高度針對性的促銷活動所補充，這些活動範圍從專注於特定領域的專業雜誌和有線電視頻道，到旨在觸達並影響最小目標群體——單個個體的網際網路目錄和折價券促銷（Holm, 2006）。

However, such a shift from mass to target marketing and the corresponding multiplication of on- and offline communications media and promotion channels have brought in their wake unanticipated serious challenges for marketers. That is, when customers obtain information about a brand or a product from an increasing array of sources, they may also receive confused different or inconsistent messages about the same product or brand. This unexpected development is a result of the fact that marketers tend to neglect the integration and coordination of these various messages and communications channels. In the consumer’s mind, information from different media channels all becomes part of many messages about companies, products and brands (Lee and Park, 2007). Conflicting messages from these different sources can create confused brand positions and company images in consumers’ minds. Hence, unintegrated approaches lead directly to ambivalence and confusion and oftimes to demotion rather than promotion.
然而，這種從大眾市場轉向目標市場的變化，以及相應的線上和線下溝通媒體及促銷渠道的倍增，為行銷人員帶來了預料之外的嚴峻挑戰。也就是說，當顧客從越來越多的來源獲取關於某品牌或產品的資訊時，他們也可能接收到關於同一產品或品牌的不同或矛盾的訊息。這一意外發展是因為行銷人員傾向於忽視這些各種訊息和溝通渠道的整合與協調。在消費者的心目中，來自不同媒體渠道的資訊都成為了關於公司、產品和品牌的眾多訊息的一部分（李和朴，2007 年）。這些不同來源的矛盾訊息可能在消費者心中造成混淆的品牌定位和公司形象。因此，未整合的方法直接導致了矛盾和混淆，往往導致降級而非促進。

From this perspective, the new paradigm of IMC can be represented as a strategic solution to the social and business conditions of the postmodern society (Gurau, 2008; Proctor and Kitchen, 2002) through the systematic integration and coordination of messages and media or communication channels (Lee and Park, 2007).
從這個角度來看，IMC 的新典範可以被視為一種戰略解決方案，用以應對後現代社會的社會和商業環境（Gurau, 2008; Proctor and Kitchen, 2002），透過系統性地整合和協調訊息、媒體或傳播渠道（Lee and Park, 2007）。

However, despite its increasing importance, IMC’s further development and strategic conceptualization is considered a fundamental and crucial issue that requires further research involving definitional issues, strategic
然而，儘管其重要性日益增加，整合行銷傳播（IMC）的進一步發展和戰略概念化仍被視為一個基本且關鍵的議題，需要進一步的研究，涉及定義問題、戰略
dimensionality, and empirical in-company evidence (Lee and Park, 2007; Schultz et al. 2011).
維度，以及實證的企業內部證據（李和朴，2007；舒爾茨等人，2011）。

IMC has become accepted practice and dominates the field of marketing communications (Kitchen 2004a, 2010). An increasing number of advertising executives consider IMC as a key competitive advantage associated with marketing (Kitchen and Schultz, 2000; Kitchen, 2010; Schultz et al. 2011).
IMC 已成為被接受的實務，並主導了行銷傳播領域（Kitchen 2004a, 2010）。越來越多的廣告主管將 IMC 視為與行銷相關的關鍵競爭優勢（Kitchen and Schultz, 2000; Kitchen, 2010; Schultz et al. 2011）。

Concerning the conceptualization of IMC, the literature reveals a number of studies that have explained its meaning and practice from many different perspectives, providing a useful conceptual and theoretical basis for defining its multidimensionality (Lee and Park, 2007; Schultz et al. 2011).
關於整合行銷傳播（IMC）的概念化，文獻顯示有多項研究從各種不同角度解釋了其意義和實踐，為定義其多維性提供了有用的概念和理論基礎（Lee and Park, 2007; Schultz et al. 2011）。

For instance, Nowak and Phelps (1994) provided early contribution to the understanding of the IMC concept, based primarily on the most fundamental notions of the concept, which were ‘one-voice’ marketing communications, ‘integrated’ marketing communications (i.e., advertisements), and ‘coordinated’ marketing communications (Nowak and Phelps, 1994).
例如，Nowak 和 Phelps（1994 年）對於 IMC 概念的早期理解做出了貢獻，主要基於該概念最基本的概念，即「一個聲音」的行銷溝通、「整合」的行銷溝通（即廣告），以及「協調」的行銷溝通（Nowak 和 Phelps，1994 年）。

The first concept, ‘one voice’, suggests a ‘clear and consistent image, position, message and/or theme, across all marketing communication disciplines or tools’ (Kliatchko, 2005). Nowak and Phelps indicated that sales promotion, direct marketing, brand advertising and public relations should be unified under the one-voice theme to create single positioning of brand identity (Lee and Park, 2007).
第一個概念「一個聲音」，指的是「在所有行銷溝通學科或工具中，呈現清晰且一致的形象、定位、訊息和/或主題」（Kliatchko, 2005）。Nowak 和 Phelps 指出，銷售促進、直效行銷、品牌廣告和公共關係應統一於「一個聲音」的主題下，以創造品牌識別的單一定位（Lee 和 Park, 2007）。

Second, the ‘integrated’ marketing communications concept focuses on the creation of both a brand image and behavioural responses created from marketing communications materials such as advertisements (Kliatchko, 2005). Thus, in a marketing communications campaign, the tools used for creating an image (e.g., image advertisements) and the tools employed to influence consumer actions (e.g., such direct response tools as sales promotions) should be integrated (Lee and Park, 2007).
其次，「整合」行銷傳播概念著重於創造品牌形象以及從行銷傳播素材（如廣告）中產生的行為回應（Kliatchko, 2005）。因此，在行銷傳播活動中，用於創造形象的工具（例如，形象廣告）和用於影響消費者行動的工具（例如，銷售促進等直接回應工具）應該加以整合（Lee and Park, 2007）。

The third concept, ‘coordinated’ marketing communications, emphasizes the coordination among various marketing communications tools, such as advertising, sales promotion and public relations, with the aim of producing holistic communications campaigns (Kliatchko, 2005). Coordinated marketing communications associates ‘integrated’ with the concept of ‘coordination’. This refers to the coordination of all marketing communications tools such as, for example, advertising, public relations
第三個概念「協調式」行銷溝通，強調各種行銷溝通工具之間的協調，例如廣告、銷售促進和公共關係，旨在產生全方位的溝通活動（Kliatchko, 2005）。協調式行銷溝通將「整合」與「協調」的概念相結合。這指的是所有行銷溝通工具的協調，例如，廣告、公共關係等。
and direct marketing. The goal is to produce holistic campaigns to achieve synergy, that is, op awareness and build brand image, and at the same time to be able to evoke behavioural response from target audiences (Nowak and Phelps, 1994). This unifying view requires that various communication tools designed to appeal to audiences in different stages of the buying process should converge to maximize the impact of communications.
整合行銷傳播（IMC）是一種策略過程，旨在透過各種傳播工具和管道的協調與整合，傳遞清晰、一致且具有說服力的訊息，以實現明確的、可衡量的行銷目標。IMC 的範疇包括廣告、公關、促銷、個人銷售和直效行銷。其目標是製作出全面的行銷活動以達到綜效，也就是提升品牌知名度並建立品牌形象，同時能夠激發目標受眾的行為反應（Nowak 和 Phelps，1994）。這種統一的觀點要求各種設計用於吸引購買過程中不同階段受眾的傳播工具應該匯聚，以最大化傳播的影響力。

Unlike the one-voice view, this coordinated view recognizes that multiple brand positioning strategy is necessary for different customer groups in the target market. There is empirical evidence that this view is embraced by IMC practitioners. In practical terms, companies that apply IMC identify multiple customer groups in the target market and direct differentiated communications efforts to each of them (Nowak and Siraj, 1996 as cited in Lee and Park, 2007). Thus, well-coordinated marketing communications campaigns create awareness, images, or beliefs as well as boosting the behavioural responses of diverse customer groups in the target market (Lee and Park, 2007). Notably, this identification approach would work well internationally or globally by adapting messages and media where necessary in relation to target audiences or markets.
與單一聲音觀點不同，這種協調觀點認識到針對目標市場中不同客戶群體，需要多種品牌定位策略。有實證證據表明，這種觀點得到了整合行銷傳播（IMC）實踐者的認可。在實際操作中，應用 IMC 的公司會在目標市場中識別多個客戶群體，並對每個群體進行差異化的傳播努力（Nowak 和 Siraj，1996 年，引自 Lee 和 Park，2007 年）。因此，協調良好的行銷傳播活動能夠創造知名度、形象或信念，並提升目標市場中多樣化客戶群體的行為反應（Lee 和 Park，2007 年）。值得注意的是，這種識別方法通過適應目標受眾或市場所需的訊息和媒體，可以在國際或全球範圍內有效運作。

Another nascent global conceptualization was suggested by Cathey and Schumann (1996, as cited in Lee and Park, 2007). They identified three important aspects of IMC, which are: integration of messages and media, audience-orientation, and assessment of impact. They emphasized the importance of coordination of messages and media to create the most positive communications experiences for consumers who may be in different stages of the buying process. They also highlighted the importance of customer orientation by pointing out that integration should be designed from the perspective of message receivers, not just from the perspective of the ad agency or its client. Moreover, they stressed the need to objectively evaluate customers’ responses to integrated campaigns in order to make IMC a dynamic process instead of a one-time activity. Finally, they indicated that the impact of IMC on marketing practice should be continually assessed (Lee and Park, 2007).
另一個初生的全球性概念化由 Cathey 和 Schumann（1996 年，引自李和朴，2007 年）提出。他們辨識了整合行銷傳播（IMC）的三個重要面向，分別是：訊息和媒體的整合、以受眾為導向，以及影響的評估。他們強調協調訊息和媒體的重要性，以為處於購買過程不同階段的消費者創造最正面的溝通體驗。他們也強調以客戶為導向的重要性，指出整合應該從訊息接收者的角度設計，而不僅僅是從廣告公司或其客戶的角度出發。此外，他們強調需要客觀評估客戶對整合活動的反應，以使 IMC 成為一個動態過程，而非一次性活動。最後，他們指出應持續評估 IMC 對行銷實務的影響（李和朴，2007 年）。

Based on a survey of marketing communication practitioners, Phelps and Johnson (1996) had previously identified five factors underlying the IMC construct: one-voice, coordinated marketing communications, direct marketing, response goals, and increased responsibility. One-voice and coordinated marketing communications concepts are the same dimensions as those identified by Nowak and Phelps (1994). Direct marketing refers to the use of direct communications tools such as mail and telephone calls, customer databases, and direct response promotions. This emphasizes the importance of consumer databases in modern marketing communications. Response goals highlight the increasing emphasis on tangible outcomes
根據對行銷溝通從業人員的調查，Phelps 和 Johnson（1996）先前已經確定了五個支持整合行銷傳播（IMC）架構的要素：一致聲音、協調的行銷溝通、直效行銷、回應目標和增加的責任。一致聲音和協調的行銷溝通概念與 Nowak 和 Phelps（1994）所確定的維度相同。直效行銷指的是使用直接的溝通工具，如郵件和電話、客戶數據庫以及直接回應促銷。這強調了消費者數據庫在現代行銷溝通中的重要性。回應目標凸顯了對可見成果的日益重視。
(i.e., increased sales and awareness) of marketing communications (Phelps and Johnson, 1996). Increased responsibility implies that managers feel that their responsibility is increasing with the more widespread practice of integrated marketing communications (Lee and Park, 2007).
(i.e.，增加銷售和知名度)的行銷溝通(Phelps and Johnson, 1996)。增加的責任意味著經理人認為，隨著整合行銷溝通更廣泛的實踐，他們的責任也在增加(Lee and Park, 2007)。

In the conceptual development of IMC, an important milestone was established by Schultz and Schultz (1998) when they proposed a shift in focus from marketing communication tactics and operations to viewing IMC as a ‘business process’. While the view of IMC was previously focused on the tactical aspect of putting marketing messages together with a variety of communication tools to create consistent brand image, in recent years it has shifted toward a more strategic orientation (Tsai, 2005; Kitchen, 2010).
在整合行銷傳播（IMC）的概念發展中，舒爾茨夫婦（Schultz and Schultz，1998）提出了一個重要的里程碑，他們建議將焦點從行銷傳播策略和操作轉移到將 IMC 視為一種「商業流程」。雖然過去對 IMC 的看法主要集中於將行銷訊息與各種傳播工具結合的戰術層面，以創造一致的品牌形象，但近年來這一觀點已轉向更具策略性的取向（Tsai, 2005; Kitchen, 2010）。

Schultz’s call for viewing IMC from the strategic perspective came when he strongly expressed his view that the brand is the very key to IMC. Schultz (1998) argued that the brand is supposed to be the centre of what consumers want, need, and consider to be of value. In fact, it is the need or want that the brand is assumed to satisfy that is important. Finding this need or want and persuading consumers that this need can be satisfied is the sine qua non of marketing (Kitchen, 2010). Thus, strategic utilization of IMC should be brought into full play (Tsai, 2005).
舒爾茨強烈表達他認為品牌是 IMC 的關鍵時，呼籲從戰略角度看待 IMC。舒爾茨（1998）主張品牌應該是消費者想要、需要和認為有價值的中心。事實上，品牌被假設要滿足的需求或慾望才是重要的。找到這個需求或慾望，並說服消費者這個需求可以被滿足，是行銷的必要條件（基欽，2010）。因此，應該充分發揮 IMC 的戰略運用（蔡，2005）。

Schultz (1998) further explained that brand communication was no longer simply what the organization develops, delivers, and pays for, as in the case with traditional advertising programmes. Rather, it is what the customer or prospect receives about the brand from any source whatever, not only advertising. This includes all aspects, elements, functions and activities of the brand (product) such as performance, distribution, advertising, customer service, after-sales service, and so on. He asserts that a combination of all these elements, combined, is what really defines and differentiates one product or service from the competition. In turn, it is all these elements, activities and functions that need to be integrated in a unified manner (Schultz, 1998; Kliatchko, 2001b; Kitchen, 2010).
舒茲（1998）進一步解釋，品牌溝通不再僅僅是組織所發展、傳遞和支付的部分，如同傳統廣告計劃的情況。相反地，它是顧客或潛在客戶從任何來源所接收到的關於品牌的資訊，不僅僅是廣告。這包括品牌的各個方面、元素、功能和活動（產品），例如性能、分銷、廣告、客戶服務、售後服務等等。他主張，所有這些元素的綜合體，才是真正定義和區分一個產品或服務與競爭對手的關鍵。反過來說，所有這些元素、活動和功能需要以統一的方式整合（舒茲，1998；克里亞奇科，2001b；基欽，2010）。

This may be achieved by further distinguishing between two types of integration: executional or message integration (which means using the same tone, product benefits, brand character, logo, theme line, and so on, across all channels of communication in order to create consistent communication messages) and planning integration (which refers to maximizing efficiency in communication by using the various marketing communications tools to their best advantage) (Kliatchko, 2001b).
這可以通過進一步區分兩種類型的整合來實現：執行整合或訊息整合（這意味著在所有溝通渠道中使用相同的語調、產品優勢、品牌個性、標誌、主題語句等，以創造一致的溝通訊息），以及規劃整合（這是指通過充分利用各種行銷溝通工具來最大化溝通效率）(Kliatchko, 2001b)。

More recently, based on the previous review of the conceptual meanings in the IMC literature, Lee and Park (2007) introduced another conceptualization of IMC, encompassing four-dimensions: ‘unified communications for consistent message and image’, ‘differentiated communications
近期，基於先前對整合行銷傳播（IMC）文獻中概念意義的回顧，李和朴（2007 年）提出了另一種 IMC 的概念化，包含四個維度：「統一傳播以保持一致的信息和形象」、「差異化傳播」
to multiple customer groups’, ‘database-centered communications for tangible results’ and ‘relationships fostering communications with existing customers’ dimensions’. Although these elements might have been identified in previous studies (e.g., Cathey and Schumann, 1996; Nowak and Phelps, 1994), their approach is more comprehensive than those previously proposed. In addition, it added a newly identified dimension to the growing conceptual base of IMC, which is relationship oriented and thus fosters and deepens communications with existing customers (Lee and Park, 2007).
「面向多個客戶群組的溝通」、「以資料庫為中心的溝通以達成實質成果」以及「促進與現有客戶關係的溝通維護」這三個維度。雖然這些要素可能在先前的研究中已被識別（例如，Cathey 和 Schumann，1996 年；Nowak 和 Phelps，1994 年），但他們的方法比之前提出的更為全面。此外，它還為整合行銷傳播（IMC）不斷增長的概念基礎中新增了一個新識別的維度，這一維度是以關係為導向，從而促進並深化與現有客戶的溝通（Lee 和 Park，2007 年）。

Nevertheless, this conceptualization of IMC was not based on a comprehensive definition, and could be criticized as lacking validity. However, as IMC definitions are not wholly endorsed, this may be a moot point. Moreover, Lee and Park argued that the concept of IMC was still evolving and expanding (see Cook, 2004); hence, practically any attempt to offer a comprehensive definition of IMC at this time is incomplete at best (Lee and Park, 2007), a point endorsed by Kitchen (2010).
然而，這種對整合行銷傳播（IMC）的概念化並非基於一個全面的定義，可能會被批評為缺乏有效性。然而，由於 IMC 的定義並未完全獲得認可，這可能是一個無關緊要的問題。此外，李和朴（Lee and Park）認為 IMC 的概念仍在演變和擴展（參見 Cook, 2004）；因此，在目前這個階段，任何試圖對 IMC 提供全面定義的嘗試最多也只能是不完整的（李和朴，2007），這一觀點得到了基欽（Kitchen, 2010）的認同。

In sum, it could be concluded that IMC is now conceptually old but still relatively new in operational terms given that the concept concerns two fundamental principles: the principle of integration or coordination and the principle of consumer orientation. It is also operationally new as current technology has made it possible for marketers to put integration and customer focus into actual practice (Kliatchko, 2005). Whether they do so or not is their decision, but it could be argued that it would be folly not to coordinate all marketing and promotional mix elements, based on a sound understanding of served markets.
總結來說，可以得出結論，整合行銷傳播（IMC）在概念上已經相當古老，但在操作層面上仍然相對新穎，因為該概念涉及兩個基本原則：整合或協調的原則以及消費者導向的原則。它在操作上也是新穎的，因為當前技術使行銷人員能夠將整合和顧客導向付諸實際行動（Kliatchko, 2005）。他們是否這麼做是他們的決定，但可以辯稱，基於對服務市場的深刻理解，不協調所有行銷和促銷組合元素將是一種愚蠢的行為。

All modern organizations, businesses as well as not-for-profit organizations, use various forms of marketing communications functions, tools or instruments to promote their offerings and achieve financial and non-financial goals (Shimp, 2010). These primarily include advertisements (Ogden, 1998; Kitchen and Schultz, 2001), sales people (Shimp, 2000; Yeshin, 1998), direct marketing (Yeshin, 1998; Ogden, 1998), free samples, coupons, publicity releases (Kitchen, 1997; Ogden, 1998; Kitchen and Schultz, 2001), exhibitions (Smith, 2002), point-of-purchase (de Pelsmacker et al. 2001), cyber marketing (Smith, 2002; Ogden, 1998), sponsorship (Shimp, 2000), store signs, displays and product packages (Shimp, 2008) and various other communication devices (Shimp, 2010).
所有現代組織，無論是商業機構還是非營利組織，都使用各種形式的行銷溝通功能、工具或手段來推廣他們的產品和服務，並達成財務和非財務目標（Shimp, 2010）。這些主要包括廣告（Ogden, 1998; Kitchen and Schultz, 2001）、銷售人員（Shimp, 2000; Yeshin, 1998）、直效行銷（Yeshin, 1998; Ogden, 1998）、免費樣品、折價券、公關稿（Kitchen, 1997; Ogden, 1998; Kitchen and Schultz, 2001）、展覽（Smith, 2002）、購買點（de Pelsmacker et al. 2001）、網路行銷（Smith, 2002; Ogden, 1998）、贊助（Shimp, 2000）、店內招牌、展示和產品包裝（Shimp, 2008）以及其他各種溝通設備（Shimp, 2010）。

In spite of the proclamations concerning the demise of advertising as a mass media vehicle, advertising today remains a powerful form of
儘管有關廣告作為大眾媒體載具的消亡宣言不斷，但今日的廣告依舊是一種強大的形式
communication (Navarro, 2005; Kitchen, 2005, 2010) and an essential component of marketing communications strategy, allowing companies to communicate and disseminate their messages to target audiences. This is vitally important in today’s markets as consumers around the world are familiar with global brands. This requires multinational and international companies to communicate with individuals from diverse nations. Yet, globalization has become a marketing reality that is a direct consequence of more open commercial boundaries. In addition, the economies and cultures of different nations have indeed become intertwined, although not necessarily homogenized, necessitating more sophisticated communications (Melewar et al. 2009).
傳播（Navarro, 2005; Kitchen, 2005, 2010）是行銷傳播策略的基本組成部分，讓公司能夠與目標受眾溝通並傳播其訊息。在當今市場中，這點至關重要，因為全球各地的消費者都熟悉全球品牌。這要求跨國和國際公司與來自不同國家的個體進行溝通。然而，全球化已成為一種行銷現實，這是商業邊界更加開放的直接後果。此外，不同國家的經濟和文化確實已經相互交織，儘管不一定同質化，這就需要更為精細的傳播方式（Melewar 等人，2009）。

During internationalization/globalization, the mastery of international campaigns has become increasingly important (Gabrielsson et al. 2008). Companies need to decide on elements related to marketing such as advertising (De Mooij, 1994). For example, international marketers are being faced with the issue of whether they should modify their advertising from one country to another, and, if so, to what extent (Melewar et al. 2009). This decision is dependent, however, upon market understanding, not just corporate or agency edict.
在國際化/全球化過程中，掌握國際營銷活動的能力變得日益重要（Gabrielsson 等人，2008 年）。企業需要決定與行銷相關的元素，例如廣告（De Mooij，1994 年）。例如，國際行銷人員正面臨一個問題，即他們是否應該將廣告從一個國家修改到另一個國家，如果是這樣，應該修改到什麼程度（Melewar 等人，2009 年）。然而，這個決定取決於對市場的理解，而不僅僅是公司或代理商的命令。

Message development can be a highly complex and controversial problem for companies marketing their products and services on a global scale. We now pick up the controversy earlier outlined previously, which concerns the use of standardized (universal) versus localized (customized) advertising strategies. A review of the literature reveals a division in both academic and corporate circles regarding the effectiveness of a standardized strategy for international advertising.
訊息發展對於在全球範圍內銷售產品和服務的公司來說，可能是一個高度複雜且具爭議性的問題。我們現在接續之前概述的爭議，這涉及到標準化（通用）與本地化（定制）廣告策略的使用。文獻回顧顯示，在學術界和企業界對於國際廣告中標準化策略的有效性存在分歧。

The controversy over the standardization of advertising campaigns, first addressed by Elinder (1961), has focused on the appropriateness of variation in advertising content from country to country (Kanso and Nelson, 2002). As a result, three schools of thought have emerged: standardization, localization, and reconciliation, which are discussed below.
廣告活動標準化的爭議，最早由 Elinder（1961）提出，主要聚焦於廣告內容在不同國家間變化的適當性（Kanso 和 Nelson，2002）。因此，形成了三種思想流派：標準化、本土化以及折衷，以下將進行討論。

The main argument in favour of standardization was proposed by Levitt (1983), who assumed (erroneously, as it transpired) that markets were driven ${}^1$${}^1$^(1){ }^{1} ‘toward a converging commonality’ by technology and increased communication owing to forces of globalization, resulting in homogenizing markets everywhere personified by worldwide consumer demand for high-quality, low-cost products. Accordingly, marketers needed to take
標準化的主要論點由李維特（Levitt, 1983）提出，他假設（後來證明是錯誤的）市場受到技術和全球化力量帶來的增強溝通所驅動， ${}^1$${}^1$^(1){ }^{1} 「朝向一個趨同的共同性」發展，導致各地市場趨於同質化，這種現象體現在全球消費者對高品質、低價格產品的需求上。因此，行銷人員需要採取
advantage of this trend by following a standardized marketing strategy that will result in these products for world markets (Viswanathan and Dickson, 2007). However, Levitt (1983) failed to mention that such a standardized approach was relevant only in the very early stages of new product or market development. In fact, the standardized approach, as propounded by Levitt (1983), was at best a mistake, and at worst would set the marketing clock back to a much earlier stage of evolution.
利用這一趨勢的優勢，採用標準化的行銷策略，將這些產品推向全球市場（Viswanathan and Dickson, 2007）。然而，Levitt（1983）未能提及這種標準化方法僅適用於新產品或市場發展的最初階段。實際上，Levitt（1983）所提倡的標準化方法，最樂觀來看是一個錯誤，最悲觀來看則會將行銷時鐘倒退到更早期的演化階段。

However, continuing with the theme, proponents of the standardized approach (e.g., Ohmae, 1985) argue that people all over the world share the same basic needs and motivations, and, therefore, advertising campaigns can be constructed around these needs and motivations with a universal approach. Furthermore, such authors believed that, even though people are different, their basic physiological and psychological needs are the same. This view was supported by Link (1988). He argued that more and more marketers have recognized the need to build a global brand image and identity and that the resistance to global advertising should and could be overcome. Another supporter of global advertising was Peebles (1988), who admittedly recognized local differences, but claimed these were not insurmountable obstacles to global campaigns. Over two decades later, these apparently surmountable obstacles are still extant and no doubt problematic to would-be globalizers.
然而，繼續探討這個主題，標準化方法的支持者（例如，大前研一，1985 年）認為，全世界的人們都擁有相同的基本需求和動機，因此，廣告活動可以圍繞這些需求和動機，採用一種普遍的方法來構建。此外，這些作者相信，即使人們有所不同，他們的基本生理和心理需求是相同的。這一觀點得到了林克（1988 年）的支持。他認為，越來越多的行銷人員已經認識到建立全球品牌形象和身份的必要性，並且對全球廣告的抵抗應該且可以被克服。另一位全球廣告的支持者是皮布爾斯（1988 年），他坦率地承認了當地的差異，但聲稱這些並不是全球活動不可逾越的障礙。二十多年後，這些看似可以克服的障礙依然存在，毫無疑問對於那些想要全球化的人來說是個問題。

Hence, the standardization school challenges the belief that markets are heterogeneous and that an adaption approach is necessary or desirable (Melewar and Vemmervik, 2004).
因此，標準化學派挑戰了市場具有異質性且需要或應該採用適應性策略的觀點（Melewar 和 Vemmervik，2004）。

Standardized advertisement themes do provide two major benefits: cost reductions, mainly originating from economies of scale and scope, since there is a strong relation between standardized advertisements and centralized advertising functions (Onkvisit and Shaw, 1990; Hite and Fraser, 1990; Kirpilani et al. 1988; Tai, 1997; Van Mesdag, 2000), and consistent brand images worldwide (Kirpilani et al. 1988; Melewar et al. 2000; Onkvisit and Shaw, 1990; Tai, 1997).
標準化的廣告主題確實提供了兩大好處：成本降低，主要來自於規模經濟和範疇經濟，因為標準化廣告與集中化廣告功能之間存在強烈的關聯（Onkvisit and Shaw, 1990; Hite and Fraser, 1990; Kirpilani et al. 1988; Tai, 1997; Van Mesdag, 2000），以及全球一致的品牌形象（Kirpilani et al. 1988; Melewar et al. 2000; Onkvisit and Shaw, 1990; Tai, 1997）。
Other benefits of standardization include consistent positioning arguments throughout the world (Shoham, 1995), sharing of experience, effective use of advertising budget (Tai, 1997), consistency of communication, less duplication of effort and pre-selling of the company’s products (Kirpilani et al. 1988).
標準化的其他好處包括在全球範圍內保持一致的定位論述（Shoham，1995 年）、經驗分享、有效利用廣告預算（Tai，1997 年）、溝通的一致性、減少重複努力以及預售公司產品（Kirpilani 等人，1988 年）。

The adaptation school holds the opposite view to the standardization school. Advocates of the localized approach (e.g., Boddewyn et al. 1986; Craig et al. 1992; Fournis, 1962; Schlegelmilch et al. 1992; Shoham, 1995) attested that standardization of advertising campaigns is not possible,
適應學派持有與標準化學派相反的觀點。本地化方法的倡導者（例如，Boddewyn 等人 1986 年；Craig 等人 1992 年；Fournis，1962 年；Schlegelmilch 等人 1992 年；Shoham，1995 年）證明，廣告活動的標準化是不可能的，
pointing out that, in spite of the forces of globalization, markets continue to be different among countries in terms of culture, stages of economic development, political and legal systems, customer values and lifestyles (Cavusgil et al. 1993). Owing to these differences, advertisers are recommended to tailor their campaigns on a country-by-country basis (Kanso and Nelson, 2002), thus creating differential advantage through local sensitivity and increased communications effectiveness (Hite and Fraser, 1990). Indeed, Boddewyn et al. (1986) argued that the evidence for standardization was weak and that standardization was not a necessity to compete in global markets. Even in markets or countries that are apparently culturally similar, such as in the European Union or the USA and Canada, differences in customer needs persist, and the criteria that influence consumer decisions are not the same (Fournis, 1962; Shimp, 2008). Likewise, Wind and Douglas (1986) questioned the feasibility and benefits of a standardized approach, noting that in many cases the costs of production may not be a significant enough part of the total cost for the firm to enjoy economies of scale. In addition, there are too many differences between countries and too many constraints in different markets for a standardized approach to be feasible (Viswanathan and Dickson, 2007).
指出，儘管全球化勢力影響，市場在各國之間仍因文化、經濟發展階段、政治和法律體系、消費者價值觀和生活方式而存在差異（Cavusgil 等人，1993 年）。由於這些差異，建議廣告商應根據各國情況量身定制其廣告活動（Kanso 和 Nelson，2002 年），通過本地敏感性和提高溝通效果來創造差異化優勢（Hite 和 Fraser，1990 年）。的確，Boddewyn 等人（1986 年）認為標準化的證據薄弱，標準化並非在全球市場競爭的必要條件。即使在文化表面上相似的市场或國家，例如歐盟或美國和加拿大，消費者需求仍存在差異，影響消費者決策的標準也不盡相同（Fournis，1962 年；Shimp，2008 年）。同樣，Wind 和 Douglas（1986 年）對標準化方法的可行性和好處提出質疑，指出在許多情況下，生產成本可能不足以成為公司享受規模經濟的重要部分。 此外，各國之間存在太多差異，不同市場也有太多限制，使得標準化的做法難以實行（Viswanathan and Dickson, 2007）。

Hite and Fraser (1990) also claimed that advertising is more dependent on cultural influence than on other marketing elements. Because of these characteristics, the visual and verbal parts of advertising are, in particular, sensitive, and use of local language, models and scenery increases the probability that the advertisement will be effective. In studies by Kanso and Nelson (2002) and Kanso et al. (2011) on the design and implementation of campaigns for non-domestic markets, it was concluded that advertising themes should not be the same across countries. They also proposed that the use of similar appeals and symbols when targeting overseas markets was ill-advised. For customers in these markets, illustrations and colours should be appropriate in order to satisfy the aesthetic sense of different consumers. Kanso and Nelson (2002) and Kanso et al. (2011) also proposed that integration of local communication expertise is vital to overcome language and cultural barriers in worldwide markets. Hence, these and other proponents of the customization approach claim that advertising is difficult to standardize (see also Melewar and Vemmervik, 2004).
Hite 和 Fraser（1990 年）也聲稱，廣告對文化影響的依賴程度比其他行銷元素更高。由於這些特徵，廣告的視覺和語言部分特別敏感，使用當地語言、模特兒和景色能增加廣告有效的可能性。在 Kanso 和 Nelson（2002 年）以及 Kanso 等人（2011 年）對非本土市場的廣告活動設計和實施的研究中，得出結論認為，廣告主題不應在各國保持一致。他們還提出，在針對海外市場時，使用類似的訴求和符號是不明智的。對於這些市場的消費者來說，插圖和色彩應適當，以滿足不同消費者的美學感覺。Kanso 和 Nelson（2002 年）以及 Kanso 等人（2011 年）還提出，整合當地溝通專業知識對於克服全球市場中的語言和文化障礙至關重要。因此，這些以及其他支持定制方法的人士聲稱，廣告很難標準化（另見 Melewar 和 Vemmervik，2004 年）。

The main benefit of adaptation is to gain differential advantage by adapting an advertisement to achieve maximum effectiveness in terms of response and sales (Onkvisit and Shaw, 1990). Such adaptation is usually linked with a decentralized advertising function. The advantage of a decentralized advertising function is that it allows responsiveness and adaptation to culture, infrastructure and competition. As mentioned
適應的主要好處是通過調整廣告，以在回應和銷售方面達到最大效果，从而獲得差異化優勢（Onkvisit 和 Shaw，1990 年）。這種適應通常與分散化的廣告功能相關聯。分散化廣告功能的優勢在於，它允許對文化、基礎設施和競爭做出反應和適應。如前所述
previously, the visual and verbal parts of advertising are particularly sensitive to adaptation, and use of local language, models and scenery increases the probability that an advertisement will be effective. Consequently, adaptation of creative presentations and decentralized implementation of campaigns should offer greater benefits than less culturally-tied functions (Hite and Fraser, 1990). Other reasons for adaptation are accurate positioning arguments and price discrimination (Shoham, 1995; Shimp, 2010).
先前，廣告的視覺和文字部分特別敏感於適應性，使用當地語言、模特兒和景色會增加廣告有效的可能性。因此，創意呈現的適應和活動的分權實施應該比較少文化綁定的功能提供更大的好處（Hite 和 Fraser，1990 年）。其他適應的原因包括精確的定位論述和價格歧視（Shoham，1995 年；Shimp，2010 年）。

This school of thought represents a middle ground between standardization and customization recognizing local differences as well as some degree of advertising standardization (Onkvisit and Shaw, 1990). In these terms, the appropriateness of standardization is situation-specific, based on product type, consumer characteristics and environmental factors. This approach is seen by some authors as a redefinition of the standardization concept (Peebles et al. 1974).
這一學派代表了標準化和定制化之間的中庸之道，既承認了地區差異，也接受了一定程度的廣告標準化（Onkvisit and Shaw, 1990）。在這些條件下，標準化的適當性是情境特定的，取決於產品類型、消費者特徵和環境因素。一些作者認為這種方法是对標準化概念的重新定義（Peebles et al. 1974）。

One way to look at the compromise school is to view standardization versus adaptation as a continuum (Onkvisit and Shaw, 1990). For instance, Link (1988) argued that companies can be placed on a globalization continuum. On the left side are companies with highly decentralized, multi-domestic operations and products, while on the right side are the totally integrated and globally advertised brands and companies (Melewar and Vemmervik, 2004). In the middle are companies that increasingly standardize brands or products, but still adapt to local differences. It is clear that the decision to standardize or to adapt cannot be dichotomous because there are degrees along a continuum, to which international advertising is modified (Vrontis and Kitchen, 2005).
一種看待折衷學派的方式是將標準化與適應視為一個連續體（Onkvisit and Shaw, 1990）。例如，Link（1988）認為公司可以被置於全球化的連續體上。在左側的是高度分權、多國本土化經營和產品的企業，而在右側的則是完全整合並在全球範圍內廣告的品牌和公司（Melewar and Vemmervik, 2004）。中間則是那些逐漸標準化品牌或產品，但仍適應當地差異的公司。顯然，標準化或適應的決策不能是二元的，因為在連續體上存在不同程度的調整，國際廣告也因此而改變（Vrontis and Kitchen, 2005）。

Tharp and Jeong (2001) offered ‘glocalisation’ as a preferred solution for global organizations. As explained by Singh et al. (2005), glocalisation is based on global thinking and local adaptation. Furthermore, Overby et al. (2005) suggest that to operate in international markets, organizations have to build strategies that enable them to address successfully the needs of global markets, although marketing strategies should be designed so that they can be adapted to local needs of customers and consumers.
Tharp 和 Jeong（2001 年）提出「全球在地化」作為全球組織的首選解決方案。正如 Singh 等人（2005 年）所解釋的，全球在地化基於全球思維和本地適應。此外，Overby 等人（2005 年）建議，要在國際市場運營，組織必須制定策略，使其能夠成功地滿足全球市場的需求，儘管營銷策略應該設計得能夠適應客戶和消費者的本地需求。

Onkvisit and Shaw (1994) suggested using advertisements that are both global and local at the same time. This kind of ‘glocal’ advertising tries to achieve the best of both worlds by combining the efficiency of standardization with the effectiveness of localization. The efficiency is derived from the identification of the common theme and elements whose appeals are suffiently universal to serve as the advertisement’s main theme that can be used everywhere. The effectiveness is accomplished by planning in advance for necessary modifications that will make the advertisement
Onkvisit 和 Shaw（1994）建議使用同時兼具全球性和地方性的廣告。這種「全球本土化」（glocal）廣告試圖通過結合標準化的效率和本土化的有效性，達到兩全其美的效果。效率來自於識別具有足夠普遍吸引力的共同主題和元素，這些元素可以用作廣告的主要主題，並且可以隨處使用。有效性則通過提前規劃必要的修改來實現，這些修改將使廣告
more meaningful to each country’s customers. As such, a global advertisement recognizes both market homogeneity and heterogeneity (Onkvisit and Shaw, 1999). In support, Gould et al. (1999) ‘confirm and amplify the need to seek a balance between global efficiency and responsiveness to local conditions’.
對每個國家的顧客而言更具意義。因此，全球廣告既承認市場的同質性，也承認異質性（Onkvisit 和 Shaw，1999）。Gould 等人（1999）支持這一觀點，並「確認並強調需要在全球效率和對當地條件的回應之間尋求平衡」。

Because of the differences of opinion described above, numerous researchers have turned to examining questions related to whether, and/ or under what conditions it is appropriate, to standardize advertising programmes. This is considered important, as there is a clear need for global companies to engage in effective advertising in order to be successful. Regardless of cultural influences, advertising is effective when it elicits positive customer responses, and when it gains customer attention, creates some empathy and effectively communicates a message (Meyers, 1996).
由於上述所述的意見分歧，許多研究人員轉而檢視與以下問題相關的議題：是否以及在什麼條件下適合標準化廣告計畫。這被認為很重要，因為全球公司為了取得成功，明顯需要進行有效的廣告宣傳。不論文化影響如何，當廣告引發消費者正面反應、獲得消費者注意、建立某種共鳴並有效傳達訊息時，廣告便是有效的（Meyers, 1996）。

Thus, given the importance of advertising as a hugely influential communications process and with the rise of both globalization and on- and offline advertising activities, there is a pressing need to understand better the factors influencing the choice of international advertising strategy (Vrontis, 2003).
因此，鑑於廣告作為一個極具影響力的溝通過程的重要性，以及隨著全球化以及線上和線下廣告活動的興起，迫切需要更好地理解影響國際廣告策略選擇的因素（Vrontis, 2003）。

There are several models identifying a variety of external and internal factors that impact the standardization or alternate decision (Chandra et al. 2002), which involve trade-offs between the economic benefits of leveraging a global brand identity via standardized strategies with the performance gains achieved when adapting to local market conditions and consumer preferences (Baalbaki and Malhotra, 1993, 1995; Jain, 1989; Ozomer and Prussia, 2000; Shoham, 1999; Szymanski et al. 1993; Wind and Douglas, 1986).
有幾種模型識別了影響標準化或替代決策的多種外部和內部因素（Chandra 等人，2002 年），這些模型涉及在利用全球品牌形象通過標準化策略獲得的經濟利益與適應當地市場條件和消費者偏好所達到的績效提升之間的權衡（Baalbaki 和 Malhotra，1993 年、1995 年；Jain，1989 年；Ozomer 和 Prussia，2000 年；Shoham，1999 年；Szymanski 等人，1993 年；Wind 和 Douglas，1986 年）。

Harvey (1993) identified six variables that affect the degree of standardization or adaptation of advertising. These variables are: (1) product - the degree of universality of the product; (2) competition - the structure of the competitive environment; (3) organizational experience and control - the level of organizational experience in the corporation; (4) infrastructure - the degree of similarity of the media infrastructure, for instance, media, advertising agencies and production facilities; (5) government - restrictions on mass-communication; and (6) culture and society - the cultural differences between the home and export markets. Essentially, the model implies that there are three variables - product, competition and organization - that influence a company when making the decision to standardize or adapt. In addition, the company needs to consider the legal environment and local culture. The influence of these variables should
Harvey（1993 年）辨識出六個影響廣告標準化或適應化程度的變數。這些變數包括：（1）產品——產品的普遍性程度；（2）競爭——競爭環境的結構；（3）組織經驗與控制——公司內部組織經驗的水平；（4）基礎設施——媒體基礎設施的相似度，例如媒體、廣告代理商和生產設施；（5）政府——對大眾傳播的限制；以及（6）文化與社會——國內市場與出口市場之間的文化差異。基本上，該模型意味著有三個變數——產品、競爭和組織——在公司在決定標準化或適應化時會產生影響。此外，公司還需要考慮法律環境和當地文化。這些變數的影響應該
then be mapped on the primary elements of the advertising process to determine the level of standardization needed for each element.
然後將其映射到廣告流程的主要元素上，以確定每個元素所需標準化的程度。

Papavassiliou and Stathakopoulos (1997) created a framework for standardization or adaptation of advertising strategy based on three areas of influence: local environment, firm environment and intrinsic determinants. Cavusgil et al. (1993) also support the contingency perspective, concluding that promotion adaptations correlate significantly and positively with cultural product specificity, international company experience, market competitiveness and product uniqueness.
Papavassiliou 和 Stathakopoulos（1997 年）創建了一個基於三個影響領域的廣告策略標準化或適應框架：本地環境、公司環境和內在決定因素。Cavusgil 等人（1993 年）也支持權變觀點，得出結論認為促銷適應與文化產品特性、國際公司經驗、市場競爭力和產品獨特性之間存在顯著且正相關的關係。

Shoham (1999) found that only three environmental factors affected the level of standardization: local government, level of competition and physical environment. The fact that only three environmental factors affect the decision to standardize or adapt is consistent with the theory of bounded rationality, which implies that managers do not collect all available information to make a profound analysis, but rather develop plans from incomplete information and analysis (Shoham, 1999).
Shoham（1999）發現只有三個環境因素影響標準化的程度：地方政府、競爭程度和自然環境。僅有三個環境因素影響標準化或適應的決策，這與有限理性理論相一致，意味著管理者並不收集所有可用的資訊來進行深入分析，而是從不完整的資訊和分析中制定計劃（Shoham, 1999）。

Viswanathan and Dickson (2007) developed a framework of standardization that attempts to go beyond the focus on ‘consumer homogeneity’, while recognizing its importance, by incorporating theories of competition. The framework identifies three complex constructs as critical to the standardization process - homogeneity of customer response to the marketing mix, transferability of competitive advantage, and variation in the degree of market freedom. These three constructs serve as critical drivers of the degree of standardization and also serve as the mediating variables through which other variables impact standardization (Viswanathan and Dickson, 2007).
Viswanathan 和 Dickson（2007 年）發展了一個標準化的框架，試圖超越僅關注「消費者同質性」的焦點，同時承認其重要性，並融入競爭理論。該框架識別了三個複雜的構念作為標準化過程中的關鍵要素——消費者對行銷組合的反應同質性、競爭優勢的可轉移性，以及市場自由度變化的程度。這三個構念既是標準化程度的關鍵驅動力，也作為其他變數影響標準化的中介變數（Viswanathan 和 Dickson，2007 年）。

More recently, Melewar et al. (2009) from a practitioner point of view, studied the variables that affect a firm’s decision concerning the degree of standardization and divided them into three categories, namely: (1) macro-environmental determinants; (2) micro-environmental determinants specifically related to the firm and the industry in which it operates; and (3) consumer-related determinants.
近期，Melewar 等人（2009 年）從實務者的角度，研究了影響企業在標準化程度決策上的變數，並將其分為三個類別，分別為：(1) 宏觀環境決定因素；(2) 與企業及其所屬行業具體相關的微觀環境決定因素；以及 (3) 消費者相關的決定因素。

This reveals that a middle ground between standardization and adaptation pervades the literature on global marketing and promotion (Peebles et al. 1978). Strategies range on a continuum from high adaptation to high standardization (Banerjee, 1994). Within a given product category and market, some companies may thrive by standardizing while others may do so by adapting (Wolfe, 1991). This leads to a contingency approach, which argues that a wide variety of factors both within and outside the firm determine the appropriateness of different promotional campaigns.
這揭示了在全球化行銷與促銷文獻中，標準化與適應化之間存在一個中間立場（Peebles 等人，1978 年）。策略在從高度適應到高度標準化的連續體上變化（Banerjee，1994 年）。在特定的產品類別和市場中，一些公司可能通過標準化而興盛，而其他公司則可能通過適應化而成功（Wolfe，1991 年）。這導致了一種權變方法，認為公司內外的大量因素決定了不同促銷活動的適當性。

Overall, the models are all similar in the sense that they map external and organizational factors that determine the firm’s approach to advertising
總的來說，這些模型在將決定公司廣告策略的外部及組織因素進行映射這一點上，都是相似的
(Melewar and Vemmervik, 2004). Moreover, organizational arrangements seem to have a substantial impact on the decision to standardize or adapt international advertising (Melewar and Vemmervik, 2004).
(Melewar and Vemmervik, 2004)。此外，組織安排似乎對標準化或調整國際廣告的決策有顯著影響（Melewar and Vemmervik, 2004）。

In a similar manner to advertising, IMC is challenged and challenges companies at a global level. As countries are become increasingly interconnected, the importance of global management has grown considerably (Douglas and Craig, 1996), adding a further level of coordination to IMC. In fact, it suggests that theories of international marketing and strategy need to be combined with IMC to explain and effectively utilize global communications.
與廣告類似，整合行銷傳播（IMC）在全球層面上面臨挑戰，同時也挑戰企業。隨著各國之間的聯繫日益緊密，全球管理的重要性顯著增加（Douglas and Craig, 1996），這為 IMC 增添了更深一層的協調需求。實際上，這表明國際行銷和策略理論需要與 IMC 結合，以解釋和有效利用全球傳播。

Although IMC conceptualizations have been elusive, it has been suggested that the purpose of integrated communications is to coordinate all marketing and promotion disciplines around pre-researched needs so that synergies are created (Novak and Phelps, 1994) to ensure that messages are received and decoded correctly (Schultz, 1991). Communications can also be coordinated synergistically even though multiple audiences are being targeted and multiple themes used (Novak and Phelps, 1994). In this case, the purpose is to avoid unnecessary overlap and confusion in terms of reaching audiences while retaining the ability to adjust messages being presented. Thus, IMC aims to develop a one-voice creative perspective involving one theme and image, as well as coordinating activities across communication disciplines, that is, advertising, publicity and sales promotion both off- and online (Novak and Phelps, 1994; Phelps et al. 1994; Shimp, 2010). However, this does not reflect the complexity of international settings. Douglas and Craig (1996) argue that firms should not only coordinate across communications disciplines, leading to a clear and consistent message, but should also coordinate across countries, thus marshalling towards what has been termed global IMC (GIMC).
雖然整合行銷傳播（IMC）的概念化一直飄忽不定，但有觀點認為，整合傳播的目的在於協調所有行銷和促銷領域，圍繞事先研究的需 求，以創造協同效應（Novak and Phelps, 1994），確保訊息被正確接收和解碼（Schultz, 1991）。即使針對多個受眾群體和使用多個主題，傳播也可以協同地進行協調（Novak and Phelps, 1994）。在這種情況下，目的是避免在接觸受眾時出現不必要的重疊和混淆，同時保留調整所呈現訊息的能力。因此，IMC 旨在發展一種單一聲音的創意觀點，涉及單一主題和形象，以及跨傳播領域協調活動，即線上和線下的廣告、公關和銷售促銷（Novak and Phelps, 1994; Phelps et al. 1994; Shimp, 2010）。然而，這並未反映國際環境的複雜性。 Douglas 和 Craig（1996）認為，企業不僅應該在各個傳播學科之間進行協調，以達到清晰且一致的信息，還應該在各國之間進行協調，從而匯聚向所謂的全球整合行銷傳播（GIMC）。

Similar to IMC, GIMC may be seen to possess vertical integration, which concerns coordinating various promotions and related marketing disciplines (e.g., advertising, brand management, public relations, and so forth). However, GIMC should possess horizontal integration, which involves coordination of communications not only across the offices/ divisions of a promoting organization (such as an agency) as in IMC but also across countries. Thus, for GIMC, coordination entails the management of the global marketplace as a whole and as a system of component parts each with its own specifications.
類似於整合行銷傳播（IMC），全球整合行銷傳播（GIMC）也被視為具有垂直整合的特性，這涉及到協調各種促銷活動和相關的行銷學科（例如，廣告、品牌管理、公共關係等等）。然而，GIMC 應該具備水平整合的特性，這不僅涉及在促銷組織（如代理商）的各個辦公室/部門之間協調溝通，如在 IMC 中那樣，還包括跨國協調。因此，對於 GIMC 來說，協調意味著將全球市場整體以及作為一個由各具特色的組成部分所構成的系統進行管理。

Based on this view, Douglas and Craig (1996) introduced GIMC as a system of active promotional management that strategically coordinates global communications in all of its component parts both horizontally, in terms of countries and organizations (target market, market position and organisational factors), and vertically, in terms of promotion disciplines (overall promotion mix, advertising creation and public relations). It contingently takes into account the full range of standardized versus adaptive market options, synergies, variations among target populations and other marketplace and business conditions that underlie the level and nature of coordination across disciplines and countries.
基於這一觀點，Douglas 和 Craig（1996 年）將 GIMC 引入為一種積極的促銷管理系統，該系統戰略性地協調所有組成部分的全球通訊，橫向方面包括國家和組織（目標市場、市場定位和組織因素），縱向方面則包括促銷學科（整體促銷組合、廣告創意和公共關係）。它會根據情況考慮標準化與適應性市場選項的全範圍、協同效應、目標人群之間的變異以及其他市場和商業條件，這些條件是跨學科和國家協調水平和性質的基礎。

However, regarding organizational factors, particularly coordination and control, Schultz (2000a) viewed structure, the way the firm is put together, as the most difficult problem of integration. He argued that, in new economy firms, the traditional command and control structures should be substituted by a quick-response model. In addition, most problems of integration can be resolved only when management starts to focus on outcomes rather than outputs (Kitchen et al. 2004b).
然而，關於組織因素，特別是協調和控制，舒爾茨（2000a）認為結構，即公司組織的方式，是整合中最困難的問題。他主張，在新經濟企業中，傳統的命令和控制結構應該被快速反應模型所取代。此外，大多數整合問題只有在管理層開始專注於結果而非產出時才能解決（基欽等人 2004b）。

Also, Gurau (2008) claims that the organizational structure of many companies prevents/restricts the effective implementation of IMC. In reality, IMC does not fit easily into the organizational structure adopted by most firms (Percy, 1997) owing to significant organizational barriers to implementation, such as lack of horizontal communication, functional specialization, decentralization, lack of IMC planning and expertise, budget shortage, lack of database technology, corporate culture, and fear of change (Gurau, 2008).
此外，Gurau（2008）聲稱，許多公司的組織結構妨礙/限制了整合行銷傳播（IMC）的有效實施。實際上，IMC 並不容易融入大多數公司採用的組織結構（Percy，1997），這是因為實施過程中存在顯著的組織障礙，例如缺乏水平溝通、功能專業化、分權化、缺乏 IMC 規劃和專業知識、預算短缺、缺乏數據庫技術、企業文化以及對變革的恐懼（Gurau，2008）。

The potential benefits of GIMC, though, include standardization of advertisements to reduce costs, taking advantage of cross-border communications (such as television broadcasts that spill into other countries), developing a consistent brand name and image so that mobile consumers recognize the product in more than one country, and exploiting knowledge from different country operations for the benefits of all company operations.
GIMC 的潛在好處包括標準化廣告以降低成本、利用跨境溝通（例如電視廣播溢出到其他國家）、建立一致的品牌名稱和形象，使移動消費者在多個國家都能認出產品，以及利用不同國家營運的知識，為所有公司營運帶來好處。

Thus, this chapter has indicated that integrated advertising campaigns with a global orientation may often involve designing campaigns for a worldwide audience while allowing for needed individual market modification where necessary (Onkvisit and Shaw, 1987). Such a strategic concept, somewhere between complete standardization and total adaptation, means that GIMC represents a contingency approach to global advertising. Cavusgil et al. (1993) found support for such a contingency approach, suggesting that the degree of standardization for advertising depends on a set of factors, such as the firm’s international experience, product uniqueness, product type and competitive intensity. To this we
因此，本章指出，具有全球導向的整合廣告活動通常需要為全球觀眾設計活動，同時允許在必要時進行個別市場的調整（Onkvisit 和 Shaw，1987）。這種策略概念，介於完全標準化和完全適應之間，意味著 GIMC 代表了一種對全球廣告的應變方法。Cavusgil 等人（1993）發現了支持這種應變方法的證據，建議廣告的標準化程度取決於一系列因素，如公司的國際經驗、產品獨特性、產品類型和競爭強度。對此我們
also add the need for integration of messages - media (where possible) underpinned by market knowledge. Therefore, a contingency approach to GIMC argues that it is important to coordinate or integrate worldwide communications programmes, but that the level and nature of this coordination occurs across promotion disciplines and countries varies dependent upon underlying conditions (Douglas and Carig, 1996). However, it is not just about internal contingency elements. Almost all advertising approaches must depend for their validity upon understanding the dynamics of served markets and then maintaining that understanding over time. Thus, without denigrating all the variegated terms that international marketers may or may not use, nothing can usurp, overturn or adumbrate this need for understanding. Based on such understanding, integrated approaches can be developed and serve as operationalized marketing or communication where behavioural returns feed back to the organization and a virtuous relational circle develops and continues to turn in economic good times and bad. Integration or IMC is indeed here to stay, but integration led and spearheaded by market knowledge. In the end, company- or agency-led integration without market-based knowledge is nothing more or less than sales orientation reborn. Such an old-fashioned orientation is actually a denial of the marketing orientation and a slap across the cheeks of twenty-first-century customers and consumers. In the end, such inappropriate approaches will be met by falling sales, lessening profits, as businesses that could be good or may have been great, relegated themselves to the dustbin of economic history.
也要加入訊息與媒體（在可能的情況下）整合的需求，這一切都要以市場知識為基礎。因此，對於全球整合行銷傳播（GIMC）的應急方法認為，協調或整合全球傳播計畫是非常重要的，但這種協調的程度和性質會因促銷學科和國家之間的不同而有所變化，這取決於底層條件（Douglas 和 Carig，1996 年）。然而，這並不僅僅是關於內部應急元素。幾乎所有的廣告方法必須依賴於理解所服務市場的動態，並且隨著時間的推移保持這種理解。因此，無論國際營銷人員可能使用或不使用哪些多變的術語，都無法篡奪、顛覆或掩蓋這種理解的需求。基於這種理解，可以發展出整合方法，並作為實作的行銷或傳播，其中行為回報反饋給組織，並形成一個良性關係循環，在經濟好時和壞時都持續運轉。整合或整合行銷傳播（IMC）確實會持續存在，但這種整合必須由市場知識來引導和推動。 最終，缺乏市場基礎知識的企業或代理商主導的整合，無非是銷售導向的復活。這種過時的導向實際上是否定市場導向，並對二十一世紀的顧客和消費者來說是一記耳光。最終，這些不當的做法將導致銷售下滑、利潤減少，那些本可以優秀或曾經偉大的企業，將把自己推向經濟歷史的垃圾桶。

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