The Research on the Performance of Integrated Marketing Communications and Event Marketing—The Case Study in the Guinness World Record-Broken Event of the Largest Display of Taoist Statues, 2016

• Main Authors: YANG, CHIH-JUNG, 楊智榮
• Other Authors: LI, WEN-LIANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/38168841627173984372

碩士 === 國立金門大學 === 運動與休閒學系 === 105 === 【ABTRACT】 This study is to explored the whole processes of planning and execution of a Guinness World Records campaign—The Largest Display of Taoist Statues, 2016, and to dig into those models adopted in the event marketing, and those tools used for performance measurement, etc., with the purpose to mapping the media coverages in a specific recording-broken campaign. The major research methods adopted in this research include: Observational Method, Document Analysis, Interview Method, and Content analysis; and all data and evidence were verified repeatedly in order to collect the related information. Totally eleven questions were presented in the research. All questions were analyzed and answered properly. The findings of this research are as follows: 1)All regulations and procedures related to the Guinness World Records campaign were collected properly. 2)Totally nine different Integrated Marketing Communications (IMC) tools were adopted by the organiser--SINYING TAIZIH TEMPLE. That’s the all tools known to the IMC field. 3) According to this research, in all performance appraisals, the IMC synergy has already achieved in this campaign. Taoist specialists, humanists, and local opinion leaders all considered the total IMC performances and event marketing benefit were achieved. The News practitioners comment total exposures, popularity, and participation increased during promotion, all these IMC results were considered as positive and effective. 4)The research found that during the campaign, there were seventy-four media coverages, and “SINYING TAIZIH TEMPLE” were mentioned two hundred and ninety times within these stories. Further more, the research found that 99.52% of all media coverages were positive or neutral reports. And the Equivalent Advertising Value (EVA) reached NT$ 4,709,594. 5) The research found that the Return On Investment (ROI) in this campaign was 392%. This high ROI proved that the Guinness World Records campaign could deliver a better value for money. 6)According to this research, those high ranking executives in SINYING TAIZIH TEMPLE were satisfied with the results of this campaign. They thought and believed that the combination of ritual event and Guinness World Records campaign were a positive strategy. When cross analyzed the interviewee’s responses, the research found that mostly those Taoist specialists, humanists, and local opinion leader were satisfied with this campaign in the followings aspects: promotion of Tainan city, increasing of participation, raising of status of specific religion, enhancing of the reputation, enhancing of internal or external group cohesion, changing of attitude, and meeting the expectation of community. Besides, this campaign also garnered positive comments from all media workers interviewed in this research. The research found that, as an example of event marketing, this Guinness World Records campaign has been proven to be cost effective. 7) In order to rate the leverage of strategy application, this research adopted a strategic consistency test in media issues, and found that this campaign got 87.78% positive responses (include “agree” or “strongly agree”). 8)According to this research, both the exposure amounts with “Guinness World Records” mentioned and the media coverage values in 2016, were magnificently higher than the corresponded time period in 2015 . 9)This research proved that the models and hypothesizes of Event Marketing Communication and Internal Event Marketing were true. And this research also proved that the campaign can be executed by a third party who might become a mediator. This explains that the leadership of an event and ownership of an issue could actually be different. This also explains more clearly the role played by sponsors. 10) In this campaign, all exposures were linked among seventy-six different platforms and all of them actually were composed of and came from traditional mainstream media. Therefore, a Media Communication Mapping Model was created in this research and the model was proved to be practically effective. In the future, with the communication linkages among different media platforms, the exposures could be predicted. 11) Comparing between two different campaigns—the Most People in a Centipede Procession in 2011 (“Centipede Procession”), and the Largest Display of Taoist Statues in 2016 (“Taoist Statues“), this research found that both the media coverages and the EAV of “Centipede Procession” were higher than that of “Taoist Statues” and the difference ratios reached both about 163%. The ROI of “Centipede Procession” was 307% and ROI of “Taoist Statues” was 392%. The research found that the Guinness World Records is effective in IMC campaign and a lower input might produce a higher output.