The Case study of the ELLE magazine into Integrate Marketing Communication

• Main Authors: EI N YU, 于恩懿
• Other Authors: 羅文坤
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/97436168876729667151

碩士 === 中國文化大學 === 資訊傳播研究所 === 93 === Integrated Marketing Communication, started in 1990, provides consumers and potential customer with clear and unanimous information through the merger of the synergy. It is obvious to see the Integrated Marketing Communication is replacing the traditional marketing and promotion schemes and it is an irresistible trend for such revolution to happen. In the work, a case study of Integrated Marketing Communication has been done to analyze the application and implementation within the magazine “ELLE”, which began in Sep. 1991 to target the modern female fashion and started to apply Integrated Marketing Communication in 1999~2004. The IMC model from U. of Colorado has been utilized as the foundation of this research to explore why and how ELLE has developed such a powerful and competent media marketing methodology. This work tries to discuss the new concept of marketing, Integrated Marketing Communication, in the application to marketing for modern fashion in ELLE magazine. From the practical and detailed observation, with the theoretical survey of local and foreign scholars, some analytical organization and clarification about the situation of such industry as well as some practical references have been provided to help the related further research and study in this field.