| Summary: | 碩士 === 育達科技大學 === 企業管理所 === 102 === Over the past decade, advertising and promotional role in the marketing communications mix had been significantly changed. In the past, most of the funding is spent on the marketing traditional advertising, and now, the trend has changed. In addition to traditional advertising, more marketing funds are used in the other method of marketing communications. Meanwhile, an enterprise will be full directions in marketing communications plan to integrate the new requirements, but also be increasingly shaping. This full range of marketing communications plan is called Integrated Marketing Communication.
The purpose of marketing is to meet customer needs, and create a reasonable profit. Therefore regardless of any marketing cases, are required to have clear indicators to assess whether the program has the effect, and as a basis for follow-up marketing campaign planning. To face the change of the substantial marketing environment, the concept of integrated marketing communications had gradually risen since the 1990s. The marketing man can no longer use the past traditional marketing concepts and strategies, marketing man must be constantly keep up the pace of the times, it is necessary to put into before advertising a series of detailed assessment and database to maximize advertising effectiveness and to establish lasting and long-term relationships with stakeholders. In this study four modules in the case company, five more well-known case studies of successful cases, the use of the Company's patents: Cool thoroughly cards, stickers cool thoroughly, cross-industry integration and product placement, according to different customers’ demands to execute different cases and the case company's patents.
Among the cases discussed in the study are the Brand's 176 Anniversary, Double Health Tea King, One Day of Fruits and Vegetables, and Zislo & Mywaydon placed in the happy mind farm, and so on etc.. Although industrial areas were so different, the company must use a variety of media to perform case. Such as Happy Mind Farm's case, in a virtual environment use strong exposure scenarios of the product into the Happy Mind Farm and be on display in the physical channel to market farmers currency and trafficking of goods to attract consumers to buy while strengthen the brand image. And we can see from these cases, the future marketing trends, marketing man had to use a variety of media, but also necessary, through the integration of cross-industry integration and the actual situation, we can better highlight the benefits of marketing activities.
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