A Study on the Performance of Utilizing Integrated Marketing Communication in Non-profit Organization: A Case Study of the British Council's Education Exhibition in Taiwan

• Main Authors: Li, YingYing, 李盈盈
• Other Authors: Chen-Hsing Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27808409591703708512

碩士 === 中國文化大學 === 新聞學系 === 99 === In the face of a relentless competitive environment, both for-profit organizations and conglomerates and non-profit organizations (NGOs) are increasingly utilizing Integrated Marketing Communications (IMC) to extend their reach, convey their messages and achieve their goals. This study, based on the theory of IMC, examines the marketing strategies and marketing communications tools utilized by NGOs to reach its target audiences; how the NGO communicates with its target audiences; and the effectiveness of utilizing IMC. The study was conducted via a purposive sampling questionnaire survey, in-depth interviews and secondary analysis, and appraises the organisation’s achievements in the following three areas: firstly, analysis of the audiences reached to ascertain whether they met the NGO’s criteria; secondly, assessment of the effectiveness of the marketing communications tools; thirdly, audience satisfaction analysis to discover how far they were satisfied with the NGO’s services. The 2011 March Education UK Exhibition conducted by the British Council Taipei, an international cultural relations organisation aiming to create educational opportunities between Taiwan and the United Kingdom, was chosen for the case study. The findings reveal the following: firstly, the visitor profiles predominantly met the criteria of the NGO; secondly, the various marketing communication tools (outdoor advertisements, internet and word-of-mouth channels) were differentially effective according to the ages of the target audiences; thirdly, regarding audience satisfaction, the majority of visitors were content with the information, services and overall planning of the exhibition, but some areas need to be improved, such as the flow of the exhibition venue, the amount of information about British culture and the content of the event website “EDUKEX”.