| Summary: | 碩士 === 國立臺灣師範大學 === 美術學系在職進修碩士班 === 97 === The concept of public policy marketing stems from the development of the concept of marketing. When implementing public policy, government could use the concept of corporate marketing strategy and treat the public policy as a “product”. In this case, government acts as a marketer to use resources and channels to promote the public policy, convince public policy target audience and ordinary people, and enhance people’s favorable impression in order to achieve the desired goals of the public policy. This study examines the mass media purchases by the Council for Cultural Affairs to promote its art policies and art activities, and to further achieve its goals set for both public policy marketing and art marketing. Based on this argument, this thesis uses Cultural Information Television Program Media Marketing Project as target to analyze the art news project report produced by Sanlih Television Station in 2007, its art news content and random samples of viewership rate, and conducts deep interview analysis. At the same time, this analysis allows the researcher to study the effect and outcome of the marketing strategy of media placement of the arts and to provide guidance to the Council for Cultural Affairs to form future mass media marketing strategy. In this thesis, the researcher also studies the dilemma that Taiwanese art groups face when they market art and provide suggestion to help art groups’ future marketing from the perspective of media personnel.
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