The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
碩士 === 世新大學 === 傳播管理學系 === 92 === This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) th...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/38110263931668265885 |
| Summary: | 碩士 === 世新大學 === 傳播管理學系 === 92 === This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) the collection/selection of communicative tools; 5) the evaluation of synergy. It analyzes how IMC actually functions in TV shopping through the various promotion strategies utilized by the TV shopping industry.
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