Research on the perception of IMC in advertiser and advertising agency- event marketing of FamilyMart as a case study

• Main Authors: Tzu-Hsin Yeh, 葉子欣
• Other Authors: An-Chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/98500391363395975148

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 99 === Integrated Marketing Communication (IMC) is wildly discussed and executed in marketing academics and industry field since 1990. The so-called “Integrated Marketing Communication” is to evaluate various communication tools and skills, and define its role in strategic thinking. For example, how can we deliver clear and consist messages through integrating advertisement、promotional campaign and public relationship and maximize the efficiency of marketing communication. There are several challenges that advertisement agencies are facing: 1. most of advertisers cut their budget on advertisement which contribute to the market down trend 2. due to the development and popularity of traditional, non-traditional media and digital technology, as well as the popularity of internet, many media agencies and small size advertisement agencies are competing with advertisement agencies. The advertisement agencies need to provide well-designed Integrated Marketing Communication service or support the customers (advertisers) executing Integrated Marketing Communication so as to sustain and grow in the competitive market. This research is to study how the advertisers and advertisement agencies recognize and define Integrated Marketing Communication, and explore how they execute Integrated Marketing Communication. The main objective of this research is to provide applications on Integrated Marketing Communication which could be reference for advertisers and advertisement agencies by integrated self-evaluating in various aspects. The design of this research is a case-study, and we focus on the marketing campaign of FamilyMart. The results of this research reveal how advertiser and advertisement agency recognize Integrated Marketing Communication in the following aspects: 1. The recognition of integrated marketing communication: both of advertiser and advertisement agency take it as “the integration of marketing communication tools” 2.The integration of corporate image: the of consensus on “consistent messages” between managers and executors is key for the efficiency of IMC 3. The functional integration: the advertiser emphasize the profit of the corporate while the advertisement agency aims to manage the advertisement-related tasks, which results in the difficulty for functional integration 4. Communication integration: advertiser take the lead of integrated marketing communication instead of execute IMC in parallel with advertisement agency 5. Stakeholders’ integration: the lack of communication between advertiser and external stakeholders may impact to the efficiency of IMC, meanwhile, advertisement agency doesn’t take it as their responsibility and doesn’t get involve of it. The results of this research disclose that there are gaps between advertiser and advertisement agency on IMC, which inevitable affect the efficiency of the execution of Integrated Marketing Communication. The corporations need to strengthen the recognition of Integrated Marketing Communication so as to improve the efficiency of IMC execution. The ability of leveraging Integrated Marketing Communication with flexible brand strategies will be an important success factor for corporate to win in the increasing competitive market.