A Study of Advertiser for Selecting Media to Implement Integrated Marketing Communications Influence and Performance Evaluation

• Main Authors: Lily Ou, 區莉玲
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/80183981241437605387

碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 93 === When commercial clients choose from Multimedia Groups in Taiwan to carry out a project of IMC, it doesn’t have applicable reference materials to stand on, after IMC is going to be prevailed in the marketing communication. Hence, the purpose of this study is to discuss the factor in clients to choose Multimedia Groups to carry out a Communication project； and further to comprehend the evaluation of effects of clients after their selecting project. As for the part of document discussion, this research is trying to generalize, domestic and overseas, the executive principles which can affect the IMC projects. In the construction of questionnaire, besides through the instructions of relative research and through the questionnaire of open type, we formulate the opinions from media planner and media buyer of advertising agencies to construct this research questionnaire. Methodologically, we apply the approach of questionnaire. The objects of this research are according to the top 30 from the top 100 Commercial Customers in Taiwan, 2003, published by RAINMARKER Co. In the statistical analysis, from the approaches of credibility analysis, descriptive statistics, factor analysis, variation analysis, successive recurrence analysis, we conduct this research. This research report is to investigate the factor of decision while clients choose from Multimedia Groups to carry out an IMC project, starting from the viewpoint of clients. As well as to provide a more specific and systematical reference material while clients engage in a competitive presentation among Multimedia Groups. In addition to providing the Multimedia Groups in Taiwan can fully comprehend what factor in clients’ decision, making a better media plan that conform to clients’ anticipate and satisfy.