| Summary: | 碩士 === 聖約翰科技大學 === 企業管理系碩士班 === 101 === One of the keys of that integrated marketing communications contributes to the process of synergy is that the spread of the message must have consistency. The other is the memory structure. Synergy exists with the memory function and memory is a key of synergy for another key message effect that the memory will allow consumers to treat a particular message previously continuously and link to other similar or related systems.
Based on the importance of memory effect and consistency toward synergy of marketing communications with sponsoring activities, this study is to explore how these three factors maintain consistently the effect of advertising and the impact of brand recognition, and in addition, to understand the different impacts of various consumer involvement (brand involvement, active involvement).
Through 196 responds of a survey, the results show: 1. The sponsoring activities should focus on the message consistency of concept of activities and brand; 2. The message consistency of sponsorship may influence advertising attitude; 3. Involvement may not strengthen the effect of sponsorship on advertising attitude; 4. The advertising attitude of sponsorship may enhance brand attitude.
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