The Performance Measure Improvement on Media Exposure of Policy Marketing

• Main Authors: Jhih-Jean Chen, 陳稚蓁
• Other Authors: JY-KUANG FANG
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/10537462800833221022

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 101 === Public organizations in modern society are not only proactive and expeditious in handling public needs, but also informative, so that people can understand the policy directions as well as the marketing purposes of the Government, and how things are planned and processed. The most important thing is the result of the implementation. However, the media nowadays are becoming reluctant to report activities that are promoted by the public sectors. If there are no highlights in the news, they will be unable to attract the media to expose them. As a result, the majority of people will not know about these marketing activities; this will thus reduce the participation willingness of the civil institutions and organizations. This research focused on a Central Government project, Highlight Selection and Integrated Marketing of Huatung Pearls 101, and assessed its media exposure performance. Through the use of performance evaluation and action research, the project’s media exposure performance was evaluated after each press conference. Throughout its promotion campaign, the public sector had paid close attention to its post-press conference media exposure. If the expected result was not achieved, the sector would require the manufacturers to provide reviews and to propose improvement measures. In order to resolve the implementation issues within the company, an action research was conducted, allowing the researcher to find, amend and fix the problems; and to plan, organize and review the implementation before and after each press conference.