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.

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:

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)