| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === Integrated marketing communications (IMC) has become more and more popular around the world in the recent years. Many enterprises, media, and PR companies are very interested in it and some of them have already implemented it in practice. Currently, most studies about IMC are in the field of business marketing rather than newspaper marketing.
This study aimed to build an objective and quantitative “evaluation model for integrated marketing communications services for news groups” from the viewpoints of advertisers, to help advertisers select the most appropriate newspaper groups to implement their IMC services. And newspaper groups can develop more complete IMC services based on this model, so that the synergy of IMC can be maximized.
This model comprised two parts. In the first part, data regarding evaluation criteria through literature review and preliminary interviews were collected. And the related indexes were used to develop a questionnaire. Then, through the modified Delphi method, opinions from the experts, including advertisers, advertising agents, PR companies, and newspaper groups, were summarized and the most fitted criteria for the model were found.
In the second part, the AHP method was applied to obtain the relative weights of the criteria and rank the candidate solutions, so that the best solution could be determined. Then this model was applied to help a famous financial holding company in Taiwan to evaluate newspaper groups for IMC services and decide the most appropriate one among them.
Finally, this study found 4 main criteria and 18 sub-criteria to select the most appropriate newspaper group to implement IMC services. According to the results of the AHP analysis, the main criteria advertisers and newspaper groups would consider were, ordered by importance, “the scale of the newspaper organization”, “the ability of planning and implementation”, “the ability of resource integration”, and “the choice of communication tools”.
In addition, this study also found that advertisers and newspaper groups were different in their concepts about IMC. Plus the sectionalism inside newspaper groups, in practice, it was difficult for newspaper groups to take advantages of integration and cross-department planning in the aspect of implementing IMC services.
Finally, this study suggested that, in the future, newspaper groups can set up an independent department for IMC, in charge of vertical/horizontal communications, coordination, and integration. Also, a consumer database can be built for advertisers’ reference. And the relationship of “inferiors following the example of superiors” between advertisers and newspaper groups can be improved, so that interactions between them can last longer.
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