The main purpose of the integrated marketing communication is to consolidate various marketing modes, to provide customers and prospects with clear and consistent information, and to bring the most benefits of communications. In these years, the direct-selling businesses have stepped on the right track, and have expelled the illegal or weak brands from this market. The existing companies and products are with competition-advantageous brands in the MLM market. The integrated marketing communications are becoming more important as it makes the customers focus on the uniqueness of the products and buy the products. This study discovers that the Bionatural (¦Ê¤ºº¸) Co. has achieved the merits of delivering clear and consistent image and information in using integrated marketing communication. It is in an advantageous position in the niche market that the Bionatural (¦Ê¤ºº¸) Co. held the rights of selling high-tech products in the 21st century. The purpose of multi-level marketing is the personnel marketing. It is using the principle of multiple markets and through the sharing power of customers¡¦ public praise in nice response, to set up a large selling system, and to let these customers obtain rational rewards. So it is not like any traditional companies using stores to sell their products. With fully utilizing communication tools, besides the traditional communication model of one-to-one, every direct selling co. in this study has used TV, newspapers, broadcast, magazines, and network to shape a clear image. This study provides 6 items of suggestion for the direct selling co. in the planning of integrated marketing communications: 1. Attach importance to the integrated marketing communications for companies and sellers synchronously. 2. Grasp the market¡¦s changes and trends. 3. Operate with the emphasis on major customers. 4. Focus on every opportunity where the brand comes to interface. 5. Utilize the various tools of communications to result in a better reword plan. 6. Incorporate network marketing resources to enhance the image of direct selling co.

Abstract Since parts of audio broadcasting channels were open, the audio broadcasting company of the business competes to tend the vehemence more, the marketing policy of the audio broadcasting company is also continuously innovative, each audio broadcasting company through the united broadcasting of the system, operate with consociation or the strategic alliance etc. method extends him to listen to the scope, rising the audience rating and popularity. New audio broadcasting company of the business make use of the idea of the Integrated Marketing Communication to be used as its main strategy to consider and the tactics is used as, and rising successful to grow in the commerce, led the tendency in this field. Integrated Marketing Communication to make use of and the result is a purpose of study of this research. The plan of this research aim at the ninth turn to open in the audio broadcasting company of the middle power, he make use of the actual situation of the Integrated Marketing Communication to take into the interview, record, investigate and inquire into, special choice of this research is among them biggest of the scale the syndication, the Sunshine United Broadcasting Network to an example, this research acquire of the conclusion is following: 1. It is very important that explicit audio broadcasting company position the management of the audio broadcasting company in present, for audio broadcasting company in the aspects of programming program strategy and selling, can provide to know of according to follow the principle, integrating the audio broadcasting company the inner part the resource, and announce the claim of the communication of the consistent, reaching the result of Integrated Marketing Communication. 2. Under limitedly of the resource the term, from make use of the tool of the marketing arbitrarily, turning into the Integrated Marketing Communication, and further investigate the analysis to be used as the resource the coordination the basis of the application. 3. Should enhance the publicity of the audio broadcasting company, with exaltation audio broadcasting company popularity, and establish the database of the audience, keep on renewing to maintain the usefulness of the database, from serve any consumer, change is serve particular consumer, support and audience of long-term relation. 4. The audio broadcasting company which counts on the advertisement revenue, should operate the relation of the consumer, provide diverse interactive ways to contact and communicate with consumers to build up permanent relationships, enhance the relationship network of each other, maintaining the benefits of each other. 5. Carry on Integrated Marketing Communication which is from outside in, regarding need of the audience and the customer of the advertisement as the core of the marketing policy, according to need of the audience and the customer of the advertisement, establish to order good and valid method of the marketing and ways, develop the strategy of the persuasion of the message, message that establish the audio broadcasting company and audience and the customer of the advertisement to give something back to and interact the relation, keeping on with consumer for direction of marketing policy. 6. The core marketing strategies of program quality, the celebrity hosts, activities, advertise and public relationships should be adopted and integrated with extended tactics. While asking for the customer of the advertisement, integrating the marketing communication strategies with plan of the program, the programming of the time and promotion project etc. To coordinate the actual need of advertises customers and resources of the audio broadcasting company.

Taiwan Island has magnificent resources, one of them is fishery industry, which happens to be one of Taiwan¡¦s major economical activities. Seafood is considered by the people general to be a health choice, primarily for its assortment, tenderness, high nutrition of values and low in both calories and cholesterols. Gallant Ocean International Inc. exports 66% of Taiwan¡¦s total annual seafood productions, indicating its industry leading status and capacity. To the current Taiwanese seafood industry, there is only focus in seafood processing and production, and commonly lacks the knowledge and experience of marketing, branding and distribution channels. It is the aim of the study to discuss and explore the operations and influences of corporate integrated purchasing, e-commerce, organic produce channels, marketing activities and Blog marketing; based on the case study of Gallant Ocean International Inc. In the research design perspective, this study employs Gallant Ocean International Inc. as the primary research target, by adapting exploratory analysis of single case study, qualitative case study research and in-depth interviews to acquire the necessary data for research purpose. The case study intends to provide a reference business model in the domestic traditional industries for the transition and development from B to B to B to C. This study has observed that the Taiwanese traditional industries¡¦ development of B to C possesses the following trends: 1.The establishment of ¡§Own-Brand¡¨ has an influential effect on market development: developing own-brand is a current trend and also an assurance to quality. Transforming product to brand does not only require product being ¡§consumer-focus¡¨, but also needs to take into consideration of the quality and competitiveness. This is particularly important in order to attain seafood ¡§quality¡¨, ¡§freshness¡¨ and ¡§safety¡¨ being the primary considerations. 2.¡§Integrated marketing¡¨ has concrete results in operational effectiveness: Effective utilization of actual and E-channels in integrated marketing have concrete operational results in developing B to C retailing market. 3.Adaptation of ¡§Blog marketing¡¨ to establish virtual communities: Blogs have become increasingly popular due to its easiness to use, with low technical barrier, free of charge provides direct of interaction between both parties. Blog, being a free community marketing channel have attracted many B to C corporate utilizing them for relationship marketing. Finally, this research will present an argument for ¡§people being the most critical factor for domestic traditional industries in developing B to C markets.¡¨ Consequently the decision markers¡¦ decision-making ability and adaptation of integrated marketing tools are the critical success factors for the traditional industries¡¦ B to C markets¡¦ development.

Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.

Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. The concept of brand avoidance is one type of personal anti-consumption behaviour which deals with understanding why consumers actively avoid purchasing a specific brand, although the consumer has the financial and physical abilities to do so. Purpose - People are deliberately avoiding brands due to their marketing communication, but the existing research of the underlying reasons are limited and unexplored. Knittel, Beurer and Berndt (2016) previously added advertising as a fifth reason for brand avoidance, though it is not clear whether there are further factors or reasons that affects brand avoidance. By using the elements in the IMC promotional mix as a base, all communication activities a brand is using are included, which makes the study more comprehensive. The purpose of this thesis is to investigate and gain a broader understanding of why consumers deliberately chose to avoid certain brands because of their marketing communication efforts. Method - To fulfil the purpose of the study, an exploratory research design with a qualitative and abductive approach was applied. In the data collection method, focus groups were used and complemented by semi-structured interviews. The aim of using such combination of methods is to limit the risks associated with only having one method for collecting data and further to increase the trustworthiness of this qualitative study. The participants in the study are self-supporting people over the age of 20, living in Sweden. Conclusion - The findings of the study resulted in a revised category called IMC avoidance, based on Knittel et al.´s (2016) advertising avoidance. This, since findings showed that there are more communications tools than advertising that influences a brand avoidance behaviour. The IMC avoidance category includes six components: advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations and personal selling. Researchers within the subject area and marketing managers will benefit from this study in the future, as it contributed with findings within in the fields of brand avoidance, marketing communication and consumer behaviour.

Loyalty management has emerged over recent years as a topic of significant importance in both academic and practitioner discourse, articulating the benefits of an extended relationship with key stakeholders including, but not limited to, customers, employees and shareholders. This research explores the theory and practice of loyalty management from a communications perspective. The thesis attempted to discover how the integration or non-integration of internal and external communication affects the communication of loyalty, in addition to how loyalty management contributes towards the organisation�s perceived creation of value. In doing so, it also examines how the practice of customer relationship management (CRM), integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty. The research entailed a three-year ethnographic study of a business-to-business financial services organisation specialising in vehicle fleet leasing and management services, comprising a review of relevant academic literature; and participant observation, focus group studies, qualitative surveys and document analysis. Besides evaluating loyalty management from a communications perspective, the thesis contributes towards the body of knowledge on Australian organisations from an organisational culture perspective, as well as exploring communication beyond the traditional boundary of within the organisation itself. Unlike most loyalty management approaches, the holistic stance considers other stakeholders besides customers, in detail. The study does not seek to establish validity and generalisability. Rather, the mainly interpretist approach preserves the form and content of human behaviour by detailing descriptions of the concrete experience of life within a particular culture and of the social rules, patterns and perceptions that constitute it. The findings showed that organisational communication has to be integrated and cohesive to enable the effective management of loyalty. Furthermore, the results confirm that the notion of organisational boundaries comprising �internal� and "external" communication is limited. Involved protagonists, acting together from within and external to an organisation, create, sustain and manage meanings through the use of signs and symbols within a particular context to form a unique culture or community. In addition, the notion of loyalty and the creation of value for the consequent success of the organisation is an important and valid perception for most of the stakeholders. For this organisation, the use of ICT and practice of CRM and IMC has varying degrees of impact, mainly enhancing the communication of loyalty. The detraction of value is caused primarily by the fragmentation of communication between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.

Dispositionen i artikeln är som följer: först kommer artikeln förklara varför undersökningen genomfördes. Därefter följer en redogörelse av vad det är för verktyg som används för att besvara studiens syfte. Detta användes också för att formulera påståenden. Därefter följer en redogörelse för hur den här studien genomfördes i verkligheten, som också är nästa punkt. Det hela avslutas med tolkningen av insamlat empiriskt material följt av ett slutgiltigt svar på använda påståenden och problemfrågor. Studien har två mål. Det första är att besvara om sociala medier, i detta fall Facebook, kan användas för att ge framtida studenter information om högskolestudier och Internationella Marknadsföringsprogrammet på Mälardalens Högskola i Västerås. Studiens andra mål är att besvara varför och hur sociala medier skall ingå i programmets framtida promotionsmix. Studiens två mål besvarades med hjälp av påståenden som dragits från vald litteraturstudie. Studien har en experimentell ansats och påståenden undersöktes genom en studie av första- andra- och tredjeårselever elever från samtliga inriktningar på John Bauergymnasiet i Västerås. För att öka validiteten genomfördes en datatriangulering som bestod av fokusgruppsintervjuer, en enkätundersökning och observationer. Fyra av de sex testade påståendena deklarerades som positiva. Undersökningen visar att Facebook bör inkluderas i IMFs promotionsmix. Studien ger också förslag på vad som bör beaktas vid inkluderingen av en Facebooksida i promotionsmixen.

Executive summary Purpose: Current research [1] compared the differences in terms of perception of trustworthiness and emotional appeal of traditional and consumer generated marketing media and [2] evaluated the correlation between factors of the recently developed relationship communication framework (Finne & Grönroos, 2009) with the perception of a marketing action by actual customers of a firm, to see whether these factors should be considered in firm’s marketing communication strategy. Additionally, the researchers compared the correlations between traditional and consumer generated media types to the relationship communication factors, effectively combining the two researched subjects.        Design and execution: The research utilized quantitative research approach relying on simple random sampling technique within fitness and recreational settings.   Findings/Implications: Data analysis confirmed that there is a consistent difference between traditional and consumer generated media in terms of perception of trustworthiness and partial and not consistent difference in terms of emotional appeal. Mild correlation between consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) and perception of the marketing action have been confirmed, with these correlations remaining consistent between traditional and consumer generated media. The findings suggest that traditional and consumer generated media have varying impacts on consumer’s perception of marketing action and that incorporating consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) in marketing communication strategy may benefit the firm in relationship building and integrated marketing communication.

With the advances of Internet technologies, Internet users can not only deliver instant text message through the Instant Messenger (IM), but enhance the effect of messages delivered with showing lively mood symbols or other pictures on IM. Moreover, Internet users can deliver their looks and voice to other users through webcam and microphone with IM, and IM business also provides convenient daily information through it. At present, Internet users haven¡¦t been charged with IM service yet, but IM business has used the popular software on business, including Internet advertisement and the information service of strategy cooperation. IM plays several roles as a product, information service plat, and marketing channel. It becomes a new commercial tool. The study takes Microsoft MSN Messenger as an applied empirical example. The purpose of this study is to analyze the MSN Messenger marketing strategy with the theory structure of IMC to construct the integrated marketing plan model of MSN Messenger; through the questionnaire survey for MSN Messenger users, the study approves the marketing strategy effect of ¡§MSN Messenger club¡¨ website, and provides the workable suggestions of marketing strategy for MSN business. The study finds that the MSN business unit is highly aware of IMC, and it takes integrated and multi marketing communication plans on MSN Messenger. According to the result of the analysis, the suggestions of marketing strategy includes to enhance the long-term interactive relationship with the resources and stakeholders, and explore more originally interactive advertisements and activities to gather the loyalty of MSN Messenger users. As for the website promotion of ¡§MSN Messenger Club¡¨, this study also suggests to develop more creative Internet suggestions advertisements with instant messenger, add the website¡¦s hyperlink on MSN Messenger or add the information tab service to enhance the relationship connection between website and software, and MSN can actively converge another related pictures resources to enrich the club website.

In the 21st century, the global economy is the era of knowledge-driven economy, focusing on innovation. Every culture has been influenced by the trend of globalization which makes a lot of traditional industries possess the potentiality to recreate. Therefore, many countries are trying hard to combine the creative products with commercial mechanism in order to reflect the characteristics of one's own culture. By doing so, it can strengthen people¡¦s identity with their own culture and incresase the additional value of the industries. When facing the trend of globalization, Taiwan has lunched the plan of the local cultural hall, which is the most representative local culture assets producing the cultural products of the extremely rich intention. And with the diversified marketing methods, Taiwan desires to build and construct a new kind of economy attitude which promotes the prominent Taiwanese international culture image. The local cultural hall has combined the local characteristic industry and specialize marketing strategies, to promote the development of economy of the local cultural industry and extend the function of cultural continuity. This research hopes to plan the way by combining concept and Strategic Planning Model of Integrated Marketing Communication, and make suggestion of marketing and promotion on the strategy to take the place of and raise the Hengchun Folklore Hall while setting up. This research is to go on by way of case study, collecting domestic and international relevant documents and case background materials and designing the foundation as the questionnaire at first. Then the researcher investigated through Delphi Method to understand, analyse and offer the way of Integrated Marketing Communication on the suggestion of local cultural industry practical operation. This research applied Delphi Method to the research approach. The respondents of the questionnaire represent the educational circle related to local cultural industry and the practice circle. The practice circles amounts to 20 people including relevant staff member and folk persons who are engaged in Integrated Marketing Communication and actually responsible for the business in the local cultural industry, the academia amount to 4 is by inviting professor's correlated curriculum or the scholars of the relevant topic of research. Analyse and process via statistical method, the main research findings will be described as follows: