Media Effectiveness of Business Event Marketing : A Case Study on Metro Street Dance Contest

• Main Authors: Ya-Min Tseng, 曾雅敏
• Other Authors: Wen-Kuen Lo
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/x3w4cg

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 103 === Street dance has become the most popular activity for Taiwanese teenagers in recent years. Influenced by the trend of pop culture shock, street dance turns into the new social style for Taiwanese teenagers, therefore, the population of street dance teen increase gradually and it also become one of the favorite recreational sports for teens. “Metro Street Dance Competition” has become the benchmark of large-scale street dance activity in Taiwan and with its promotion which let Taipei metro, Taipei city and the people live in Taipei become non-separable. It also enhances the image of Taipei city and Taipei metro and lets the street dance participants pay attention to the event marketing of fitness competition in Taipei. Methods used in the study are content analysis and in-depth interview. The information is collected from China Times, United Daily News, Liberty Times, and Apple Daily to do the content analysis.The result shows that there are no differences to the month of publication, the size of decoration or placement, reporting regimes or subjects, activities, with or without endorsement, and the attractiveness of spokesperson for the four newspapers. However, there are significant differences to the times of advertisement, the space, the reporting purpose, the tone of reporting, the evaluation, and the factors of event marketing. The result shows that to establish clear, meaningful theme and goal would also increase the willingness for participants to join the activity and it can also by star endorsement to attract more media, by those ways to promote the activity and local culture.