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In a highly dynamic and complex environment, brand marketing is arduous but crucial to any enterprise which seeks to succeed in the global market place. How does a brand overcome numerous challenges to become rooted in the minds of the target audiences, and how is strong brand equity built? A new marketing concept, Integrated Marketing Communications (IMC), emerged in the 1990s to answer this question. The theory highlights ¡§integration¡¨ by harmonizing various marketing messages to create ¡§synergy¡¨ for a brand and is based on an outside-in database to build relationships with target audiences to advance brand value. This study applies IMC to brand marketing, using BenQ as a case study. In a comprehensive probe into BenQ¡¦s brand marketing, most of IMC¡¦s important concepts are incorporated in the analytical framework of this research. The first element is that IMC depends on cross-functional design with support from the top and senior managers. The second element, outside-in databases are at the center of IMC and act as an engine for the sequential various marketing communication activities. A company should establish its integrated database and statistically analyze the database regularly to determine market trends. Following on an understanding of target audiences, obtained from the database, multiple marketing communication tools (the third element) should support brand marketing in a coherent and synergistic way. Messages and activities must follow principles of consistency, integration, clarity, systematization, economics, and concentration. The fourth element shows that IMC¡¦s target audiences are not confined just to customers, prospects or end customers but include all selected target audience groups. Differences among these target audiences must be considered. The fifth element emphasizes that a successful brand is nothing more than a special relationship underpinned by two-way communications. These five elements of IMC must be considered interactively, without focusing on an individual factor in isolation. A successful integrated marketing communications program is a circular system. Results in this study indicate that BenQ reflects IMC concepts on brand marketing. BenQ¡¦s Marcom team is a cross-functional design with support from the top and senior managers to undertake brand marketing. With clear outside-in thought, BenQ integrates various marketing communication tools to solicit actively target audiences¡¦ data for inclusion in a database, and to mold a brand image consistent with the brand mission. Efforts made to understand comprehensive target audiences through distinct channels lead to mutual relationships between BenQ and target audiences. Some disadvantages as follows arise when IMC is applied to brand marketing. Many data concerning target audiences are dispersed in various databases of BenQ without an integrated linkage. BenQ does not regularly analyze or utilize a database for brand marketing, but sometimes relies on purchasing data from external sources. In addition, marketing communication tools are not typically derived from a database and the data in the database are not very detailed. Also, the tracking of post-purchase results and responses could be reinforced. The evaluation of performances can be more tightly connected to BenQ¡¦s core mission in brand marketing. Removing these gaps between what BenQ has done, and the ideal IMC framework, will yield great brand equity.

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In the past few years, due to the global economic recession, the structure of Taiwan media has been changed dramatically. Since the advertising have decreased year by yea and opening of the media market, the world's major media including newspapers¡Bmagazines¡Bradio and television all need to face the pressure of the environmental changed. According to the latest statistics, the advertising revenue of domestic cable TV has especially reduced in the past two years, from 5.038 billion in 2007 down sharply to 5.08 billion in 2008. Even though the challenges, the media still attempt to use new strategy with positive attitude to against harsh environment. For example, there was a newspaper company whcih planning exhibitions through the strategic alliance to create new revenue. Furthermore, the television media try to use the strategy of integrated marketing communication¡]IMC¡^ to increase revenue or change income structure in stead of declining advertising revenue. However, Formosa Television¡]FTV¡^is a good case to show the income steadily through IMC strategy even then decreased of advertisement. We have found that the proportion of advertising revenue up 90% of total revenue in 1997. However, after the changed of business policy, the advertising revenue has been reduced to 60%. Other 40% revenue comes from merchandise¡Bcopyright and integrated marketing. This thesis takes FTV cultural foundation as the case study and try to find out how FTV increased revenue through by internal resources¡Bmultiple communication and innovative products. Meanwhile¡Athe study also analyzes how FTV use IMC tools such as advertising, promotion, personal selling, direct marketing, public relations to change the overall revenue structure and improve the profit. In conclusion, we would like to realize the management of media and provide new strategy for reference.

During the period of the presidential election in 2004, the Ministry of Justice had put together various types of channels to promote the concept of the anti-bribery policy, which was much similar to the idea of integrated marketing communication (IMC). In view of this, the research compared the anti-bribery policy promotion with the integrated marketing communication in theory to see whether they meet each other. The following conclusions and suggestions might become references and criteria for other governmental measures of marketing policies. 1 Rewarding the secret witness might be the best way to promote the anti-bribery policy. 2.Although the promotion of the anti-bribery policy had already used various kinds of marketing channels, the effects of the integration of these channels still need to be strengthened. 3.A proper propagandist might play an important role in the anti-bribery policy promotion, if the promotion wants to catch people's attention and recognition. 4.The measurement index of the after-investigation of the anti-bribery policy promotion seemd not to reflect the behavioral changes of people. 5.The anti-bribery policy promotion need to set up clear marketing communication steps in advance. 6.Policy marketing need to set up the target market positively. 7.Database might be built to enrich policy marketing. and government need to use the pull strategy to determine communication mix. 8.If policy marketing has to proceed for a long time, the budget program need to adopt the sales percentage method. 9.Policy marketing need to set up a complete measurement mechanism. 10.The principles of integrated marketing communication might be suitable for the promotion of all kinds of public policies.

The main idea of Integrated Marketing Communication (IMC) is to combine with multimedia and all interesting shareholders, and concentrate on the major audiences. It has been used in several fields because of its integrated characteristic. In the past, the field of health communication only focused on the dimension of public health, but now both of the smoke industry and drug industry use the varieties of promotion skills to persuade people to buy tobacco and patent medicine. Therefore, the field of health communication should try to use integrated conception to promote correct ideas and then measure the effect of promotion and revise the strategy. The research studies the effect of using IMC strategy in popularizing smoke-free restaurant. The author uses the secondhand data of the popularization program of smoke-free restaurant and then uses questionnaire to try to understand the cognition¡Battitude and behavior of people who eat in the smoke-free restaurant in Kaohsiung city. The research also wants to measure whether or not the program sends ¡§one voice¡¨ to the consumers. The results of the empirical research find out the popularization program of smoke-free restaurant sends ¡§one voice¡¨ to the consumers so that the consumers can easily understand what smoke-free restaurant is. Besides, the cognition of the consumers is relevant with the attitude of the consumers and then the attitude of the consumers is relevant with the behavior of the consumers. Therefore, besides delivering the coherent message with IMC for promotion of Smoke-free restaurant, IMC also does achieve the best effect as a tool for promotion of health communication.

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The cyber university has become a new trend in personal learning systems. At present, many universities in Taiwan have set up cyber universities that provide lots of online courses for more students or working people. What are the main goals when the cyber university promotes it¡¦s products¡H What kinds of the marketing mix strategy it uses to achieve the goals¡H And how does the cyber university make use of IMC tools to promote it¡¦s products¡H The case study method has been utilized in this research. The objectives including National Sun Yat-Sen Cyber University of National Sun Yat-sen University (NSYU)¡BNational Taiwan University¡BE-college of National Chengchi University¡BNational Tsing Hua University and Go2school of Chinese Culture University are studied to realize the product position¡Btarget audience¡Bthe relation between marketing mix and marketing goals, and the successful or obstructive factors etc. This research has the following findings¡G 1. The every part of the application of IMC in the cyber university forms a cycle. Although the products of the cyber university have no local limitation, they also have the differences in marketing strategy in different areas. 2. Because the cyber university is still on the stage of development, the business model is not completely established. At present, making profit is not the only goal in marketing, and building brand visibility is the most important for all cyber universities. 3. In the initial stage, the cyber university applies many marketing tools¡]advertising¡Bpublic relations etc.¡^to promote it¡¦s products, and then keeps on regulating to a perfect marketing mix strategy. Besides, internet marketing¡]through e-mail sending¡^is the most effective way and can be used with the database to interact with customers or convey personalized information. 4. No matter in the beginning or for the final achievement, the application of IMC tools in the cyber university must take customers into the main consideration. That means IMC not only makes profits for business corporation but also accumulates invisible brand image in customer¡¦s mind as well as establishes a long relationship with every customer. At last, my research has the following contributions¡G 1. Setting up an IMC model of the cyber university. 2. With the study of cases, we know how cyber universities make use of IMC to promote it¡¦s products and provide a reference for new investors to market their products.

Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations¡¦ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs¡¦ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.