本論文由寬頻影音網站脈絡出發，並以整合行銷傳播理論視野切入，透過hiChannel北京奧運轉播的個案研究，析論利益關係者（stakeholders）、內容（content）、通路（channels）、資料庫行銷（database marketing）和結果（results）等研究者歸納的整合行銷傳播重要面向。 首先就利益關係者而言，除兼論本個案行銷傳播目標，並將其區分內、外部二類。hiChannel內部利益關係者，包括負責統籌協調新媒體平臺的中華電信奧運專案辦公室（OPO）、實際落實規劃執行的數據通信分公司（HiNet）、內容整合商愛爾達科技（ELTA），和銷售廣告的中華黃頁（hiPage）；外部利益關係者，則納入協助規劃執行「奧運特派員」活動的凱絡媒體、廣告主、目標閱聽眾、媒體，和三網聯播合作夥伴PChome與MSN。本論文發現，跨部門組織OPO確實賦予hiChannel適切定位，也使本個案發揮良好整合角色。 其次，研究者在內容面向共檢視行銷團隊的「可控制」（controlled）和「不可控制」（uncontrolled）二類訊息；但主要側重前者。透過業者深度訪談，及內容分析主要網站規劃、網路廣告等針對廣告主和閱聽眾的行銷傳播素材、各階段報紙報導和公關稿（press release），發現不論hiChannel的「全頻道、全賽事、免費收視」整體訴求，及特派員活動強調的「hiChannel陪你看奧運 聊運動」訊息主軸，大致均能符合執行和策略一致等整合意涵。 而在通路面向，則綜整本個案各階段側重的行銷傳播工具組合及其考量，其中奧運期間強調的網路社群操作，即和特派員活動連結；整體而言，個案確實掌握各行銷傳播工具優勢，並能透過不同組合運用，初步發揮互補的整合效果。 另本論文將資料庫行銷的概念區分為特定和廣義二者。其中特定定義，主要指結合直效行銷或關係管理的資料庫行銷；至於廣義則指，只要能運用資料庫而有助後續行銷傳播計畫的擬定、執行。研究發現，本論文個案因奧運議題知名度和目標閱聽眾均甚廣等特性，從而並無特定資料庫行銷運用的必要；僅初步透過資料庫掌握收視輪廓和族群，並據此訴求廣告主或調整策略。研究者認為，資料庫行銷不僅和產業特性、資料可得等執行的軟硬體基礎條件有關，更重要的似乎還是企業對資料庫行銷的認知，甚至運用的必要性等層面。 最後，本論文結合個案行銷傳播目標和各分析章節內容，並扣連學者提出的稽核、障礙和層級概念，共同檢視hiChannel北京奧運轉播的結果面向。研究者發現，本個案實具備良好的整合行銷傳播內涵，並至少符合較低層次的整合層級。 / This study aims to explore how the Integrated Marketing Communications (IMC) is applied to broadcast Beijing Olympic Games on hiChannel. The author, adopting case study methodology, tries to elucidate the context of webcasters and five significant pillars of IMC. These five distinct attributes are as follows: stakeholders, content, channels, database marketing and results. 9 depth interviews are conducted to understand how hiChannel planed and used the perspectives of five pillars of IMC. Also, via content analysis, all campaigning messages of on-line activities, the print media and press release are analyzed. The major concepts of each pillar of IMC are re-examined in this case study. The findings show that the team of hiChannel informs the controlled messages such as,“free to watch all channels, all games of Beijing Olympics” and “to watch and chat about all games of Beijing Olympics at the same time” to not only advertisers but target audience. Besides, the author finds that the team in order to accomplish the commercials, website page views and other what hiChannel desired in this case study, they conveyed both executional also strategic consistency through each channels, across all tools in substance, before and during the period of Beijing Olympic Games. Last but not least, the author also finds that because Olympic Games are renowned, and tend to attract broad target audience, there is no need for the application of database marketing. Moreover, this case study also leads us to rethink the use of database marketing and other four pillars of IMC according to industry characteristics and other qualifications.

Šiuolaikinėje verslo aplinkoje spartus skaitmeninių technologijų gausėjimas nulėmė integracijos procesus ne tik marketingo ar komunikacijos disciplinose ir jų sintezėje, bet ir visuose verslo procesuose. Efektyvus integruotos marketingo komunikacijos pritaikymas verslo aplinkoje yra vienas iš didžiausių verslo konkurencinių pranašumų rinkoje. Pažymėtina, jog nuoseklus šio konsepto pritaikymas versle padeda pasiekti didelį efektyvumą visų procesų atžvilgių įskaitant ir komunikaciją. Šio darbo temos suformulavimas ir problematika sumodeliuoti atsižvelgiant į sparčią komunikacijos disciplinos dinamiką ir transformaciją ne tik verslo pasaulyje, bet ir kultūrinėje bendravimo perspektyvoje. Šių procesų priežastis - eksponentiškai auganti technologijų inovacija, daranti įtaką visų sferų kaitai technokratinėje visuomenėje. Augančios žmonių auditorijos socialinių tinklų portaluose, besikuriančios naujos kultūrinės zonos, įtakojančios žmonių pirkimo sprendimus, ar įmonių finansinius rodiklius nulėmė verslo komunikacijos perskirstymą. Vienas iš šios komunikacijos revoliucijos įrankių – „Facebook“ socialinių tinklų portalas. Šis socialinių medijų įrankis per pastaruosius 6 metus augo dideliu tempu, ir 2010 metų pradžioje turėjo daugiau nei 350 milijonų narių. Prognozuojama, kad „Facebook“ socialinių tinklų portalas komunikacine ir marketingine prasme bus vienas patraukliausių ir efektyviausių per artimiausius metus, nes „Facebook“ įkūrėjo Mark Zuckerberg tikslas šiame tinklapyje turėti... [toliau žr. visą tekstą] / This thesis was written in response to the growth of technology innovation on every single part of our daily life, including transformation of communication discipline, changing business rules; also it feels from the perspective of cultural communication changes. Furthermore, raising audiences in social networks websites creates new cultural groups, which influencing buying decisions of the ordinary people or financial numbers in business. The main tool is „Facebook“website of social network which revealed by this radical transformation of communication. This unique phenomenon is growing exponential in last six years and now it has 350 million accounts. In addition, “Facebook” will be one of the most efficient marketing and communication tools in several years with a population of 1 billion. This is the reason why this theme was chosen to this thesis, and the main concentration of this paper is “Facebook” integration in corporate communication strategy and effective administration. The purpose of this thesis is to explore reasons and value of „Facebook“ website integration in communication strategy of company, also create an analysis model, which helps to identify a specific communication activities by business units in „Facebook“ website. This paper covers the linkage of three main theory parts: integrated marketing communication, e-marketing, social media and social networks. The concept of integrated marketing communication is a base theory in this paper, which give a... [to full text]

Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview. By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.

Made available in DSpace on 2016-04-25T16:44:24Z (GMT). No. of bitstreams: 1 Elaine Ribeiro de Oliveira.pdf: 3212601 bytes, checksum: 0d8bce13107f4e02fde572dfdbe62408 (MD5) Previous issue date: 2011-10-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The role of integrated marketing communication for the construction of brand value is the main theme of this paper. In a global market perspective, companies and organizations need to amplify and open up to new horizons and new informational technologies. It shows then that in the face of diversities derived from new paradigms enforced by the contingencies in social, economical, political and cultural spheres, integrated marketing communication came to be one of the pillars for enterprize strategy and for branding management. In this context, this study approached the proposition of striving the goal of identifying the determinant factors of the role of communication in the construction of the brand value. Due to the great challenges that constantly arise in organizations regarding the uncertatinties in the global market, it was perceived that there was a necessity of working on the issue. In this situation, branding managers are looking for alteratives and strategies to work on the brand construction and adding values. A case study was adopted, focusing on Bunge Fertilizantes, an European company that leads the ranking in the agricultural fetilizers sector in Brazililian‟s agribusiness. According to the survey which was carried out, the company‟s export is currently at its pinnacle in the aforementioned sector. In this perspective, the company‟s effort in working with the brand was effectively determined, through the links of the integrated marketing communication / Esta dissertação tem como tema, o papel da comunicação integrada de marketing para construção do valor da marca. Na perspectiva do mercado globalizado conseguir alcançar suas metas, diante de um cenário altamente competitivo, as empresas e organizações necessitam ampliar e buscar novos horizontes e novas tecnologias informacionais. Nessa premissa, verifica-se que, perante as diversidades advindas de novos paradigmas impostos pelas contingências das esferas sociais, econômicas, políticas e culturais, a comunicação integrada de marketing passou a ser um dos pilares para as estratégias organizacionais e aos gestores de marcas. Nesse contexto, o estudo buscou explorar dentro da proposta de atingir o objetivo de identificar os fatores determinantes do papel da comunicação na construção do valor da marca. Percebeu-se a necessidade de trabalhar este assunto, em razão dos grandes desafios que constantemente emergem nas organizações devido às incertezas no mercado globalizado. Nessa premissa, nota-se que os gestores de marca estão procurando alternativas e estratégias para trabalharem a construção de marca, como também agregar valor a ela. Adotou-se o método de estudo de caso e, como enfoque, foi escolhida a empresa Bunge Fertilizantes, empresa de origem européia que lidera o ranking no setor de fertilizantes agrícolas para o agronegócio brasileiro. De acordo com a pesquisa realizada, a empresa encontra-se no auge das exportações nos setor correspondente. Nessa perspectiva, constatou-se com sucesso a veracidade dos fatos o grande empenho da empresa em trabalhar a marca, através dos elos da comunicação integrada de marketing

Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.

整合行銷傳播已是今日及未來傳播業界無法抗拒的風潮，並將進而帶動行銷理念與方式的革命性轉變。所謂「整合行銷傳播」，乃評估各種不同的傳播技能在策略思考中所扮演的角色，如一般廣告、直覆廣告、促銷活動、及公共關係，並將之結合，透過天衣無縫的整合，提供清晰一致的訊息，並發揮最大的傳播效益。這是時代背景與市場競爭因素的驅動下，行銷傳播的必然趨勢。 　　因此本研究期能建立一套適於國內實務界運作的規劃架構模式，提供業界做為消費性產品行銷傳播規劃上之依據。並期能運用一系統化的運用一系統化的規劃模式，發展出對消費者及其他利益關係人的最適溝通策略；有效整合對於各不同利益族群的溝通訊息以產生協調一致的對外傳播訊息；整合各項傳播工具的表現，期使各工具能用整齊劃一的調性，分別發揮其傳播上的功能特性。再進一步以理論模式為依據，分析診斷個案狀況提供可行之建議；探究在面對不同的消費者、產品類別、與環境成員時，行銷傳播策略的相同及相異處，以歸納出企業對外溝通訊息最適之呈現方式與組合。 　　本研究屬於探索性研究，藉由對國內外相關文獻的探討來建立理論架構基礎，再者利用個案深入訪談的方式瞭解及分析實務案例以驗證該架構，並達成本研究之目的。 　　經由文獻探討與對實際個案的研究分析，本研究發現此一理論模式確能做為業界行銷傳播規劃之依據，並可藉以發展對各利益關係人的最適溝通策略、整合對外傳播訊息及各項傳播工具的表現，並適用於不同之個案狀況，可據以分析行銷傳播個案與提供建議。此外並據以提出策略義涵，包括重視消費者資料庫及品牌忠誠度分類、分析企業利益關係人、深入瞭解各傳播工具之特色並靈活運用，以及重視消費者公關等等。

This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.

The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity. / text

Frågeställning: Vilken påverkan har e-CRM, som ett stöd till relationsmarknadsföringen, på de långvariga kundrelationerna för SMF inom B2B i tjänstesektorn? Syfte: Syftet med rapporten är att beskriva och analysera vilken påverkan e-CRM har på långvariga kundrelationer. Rapporten kommer fokusera på små och medelstora företag (SMF) inom tjänstesektorn med B2B-relationer och genomförs som en fallstudie av Effect Reklambyrå AB. Företagets befintliga relationsmarknadsföring studeras tillsammans med e-CRM och långvariga kundrelationer för att se hur e-CRM påverkar dessa relationer. Rapporten syftar slutligen till att ge praktiska implikationer till Effect Reklambyrå AB som de kan använda sig av i framtiden vid skapandet av långvariga kundrelationer. Metod: Rapporten har haft en induktiv ansats med ett beskrivande syfte. Undersökningen har utförts med kvalitativa metoder. Datainsamlingen utfördes genom personliga intervjuer och intervjuer via telefon till det empiriska resultatet. För att analysera empirisk data har en kvalitativ dataanalys utförts. Resultat: Resultatet visar på att e-CRM har en positiv påverkan på de långvariga relationerna då de kan stärka de komponenter som ligger till grund för dessa. Det personliga mötet har fortfarande en väsentlig del i relationerna och därför fungerar de digitala kanalerna bra som komplement till dessa. Teoretiskt och praktiskt bidrag: Teoretiskt har denna rapport bidragit till att fylla det gap vilket identifierats i teorin. Praktiskt har rapporten bidragit till rekommendationer för B2B-företag i tjänstesektorn. / Research question: What impact does e-CRM have, as a support to the relationship marketing, on long-term customer relationship for B2B in the service sector? Purpose: The purpose of this report is to describe and analyse what impact electronic customer relationship management (e-CRM) have on long-term customer relationships. The report will focus on small and medium enterprises (SMEs) within the service sector with business-to-business (B2B) relations and is made as a case study of Effect Advertising Agency AB. The agency’s relationship marketing is studied together with e-CRM and long-term customer relationships in order to understand what impact e-CRM have on these relationships. The final purpose is to give practical implications to the company that they can use to build long-term customer relationships in the future. Method: To meet the purpose of the paper a qualitative study was undertaken with an inductive approach. Data for the report have been collected through interviews. The empirical data has been analysed through a qualitative data-analysis. Results: The results show that e-CRM has a positive impact on the long-term relationships. This is because they can strengthen the components that form the basis for these relationships. The personal meeting is still an essential element in relationships and the digital channels work as a complement to these. Theoretical and practical contributions: Theoretically, this report helped to fill the gap that was identified in the theory. Practically, the report has contributed to recommendations for B2B companies in the services sector.

研究者曾擔任Channel [V] 選秀節目《模范棒棒堂》第一屆模范棒棒堂男孩，看到六位默默無名的平凡男孩，成為台灣新生代最具代表的男子偶像團體《棒棒堂》，他們充份運用節目對個人及團體形象塑造，在Channel [V]整體頻道資源協助下，與唱片公司、雜誌社、廣告商合作，成功整合行銷資源，塑造出獨具特色的偶像團體。 本研究透過個案研究法，藉由深度訪談，分析將整合行銷傳播應用於選秀節目《模范棒棒堂》中，形塑偶像團體《棒棒堂》，並配合節目樣本抽樣進行內容分析，佐證深度訪談的內容，增加可信度。 本研究根據研究發現，發展出以「目標市場及定位區隔」、「內部及外部溝通策略」、「傳播工具的整合」、「溝通訊息的整合、與其他企業利益關係人合作，並對外溝通訊息的整合」、「創造的綜效」等五個基本構面為主軸的偶像團體《棒棒堂》整合行銷策略模式。 / The famous boys group “Lollipop” raised from the television program Bang Bang Tang of Chanel [V] has become noted in these years. The Integrated Marketing Communication of the program successfully integrated the resources of Channel [V] such as record company, magazine publication, and advertising company to promote the unique brand image of Lollipop. The researcher of this paper was one of the members of the Bang Bang Tang program and participated in the growth of the Lollipop. The action research and case study for the “Lollipop” are provided with in-depth interviewing the direct and staffs of the Bang Bang Tang. To improve the reliability, the quantitative information such as Nielsen rating is provided to evidence the effectiveness of the cases. The findings for the success of Lollipop can be concluded with the synergy of the following strategies: the target market and market segmentation, the inside and outside communicative strategy, the Integration of communicative tools, the Integration of communicative message, the cooperation of other company and the Integration of inside and outside communicative message.