Research on the perception of IMC in advertiser- Chunghwa Telecom as a case study

• Main Authors: Li-Chien Wang, 王儷蒨
• Other Authors: An-Chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74668987380240407928

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 99 === Introduced by Don E. Schultz in 1990, the notion of Integrated Marketing Communications (IMC) becomes an important backstage strategy of brand management and communication nowadays. However, despite the prevalence of IMC, it remains to be defined whether the IMC is a tool, a theory, or a division of consumer psychology. In the past, common issues encountered while implementing IMC include the selection of tools, the consistent conveyance of marketing policies, and the cross-functional communication in the organization. In other words, from the business owners' perspective, the benefits of IMC to the organization cannot be optimized without an effective vertical communication from the decision makers to the plan executors along with an effective horizontal communication across functions. This dissertation investigates the application of IMC in the telecommunication industry and furthermore the organization's attitude towards IMC at recognition dimension. Chunghwa Telecom, the former sole telecommunication operator in Taiwan, faces competitions in the market after the privatization of telecommunication industry, and therefore its previous approach as state-owned enterprise to the consumer market became outdated. In this era of integration, the typical giant size and sophisticated division of labor of a telecom organization make it worth discussing whether the internal comprehension of IMC strategies is consistent and how messages can be utterly conveyed. Therefore, this research is based on Chunghwa Telecom, Taiwan's leading telecommunication service provider. With its refined division of labors and diversified products, Chunghwa Telecom is a comparatively representative case to study the internal and intersubsidiary communications as well as collaborations on the subject of IMC implementation. The objective of this dissertation is to analyze the corporation understanding of IMC through the case of Chunghwa Telecom, one of Taiwan's top 100 enterprises; and furthermore to determine whether the IMC awareness level in an organization will affect its marketing effectiveness, as well as to identify the interactive influence between marketing tragedies and tools. The study leads to the following conclusions: 1. Corporations still regard IMC as an application tool; 2. Corporations recognize that IMC should evolve into a specialized function; 3. Corporations still rely on information provided by advertisement or public relations agencies to assess the effectiveness of IMC strategies, as no evaluation model is yet established. The research also observes that: 1. The IMC strategies are generally implemented by instructions from higher levels in the corporation; 2. Despite its massive user database, the corporations still adopts mainly advertisement and direct marketing as marketing methods; 3. Although the corporation recognizes IMC, its marketing communications are not actually integrated.