With the social progress in Taiwan, people have a wider choice of forms of recreation. Many changes have taken place in Taiwan's theaters since 1980 when theaters set up sequentially. Although some theaters have grown up and some vanished, as a form of recreation, the role of theater art has become more and more important.
A theater has to count on box office to survive. In Taiwan, a main income of theater is the box office, which is chiefly concerned with its marketing strategies. In the past few years, performing arts groups have gradually adopted the business concepts of administration and marketing. It is impossible for the audience to perceive the full content and quality of a performance before making a purchase decision. Instead, the audience has to depend on past experiences, praises from others, or the promotional messages to support the decision. Among those, a theater can have a large control over the promotional messages sent out through their marketing channels.
The traditional marketing strategies emphasized on delivering messages to target markets, but neglected their consistency. Thus, the communications elements, such as advertising, direct marketing, sale promotion, public relations, etc., were executed respectively, and could not approach the optimal effectiveness. Hence, Integrated Marketing Communication (IMC) rose up in 1990s and brought a new trend in marketing.
The objective of this paper is to evaluate the IMC application in Ping-Fong Action Troupe by case study and in-depth interview.
In the end, the researcher summarizes the IMC application in Ping-Fong Action Troupe on each tool, exams the consistency, and states researcher's own advices.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0207106-151518 |
| Date | 07 February 2006 |
| Creators | Wang, Tung-sheng |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0207106-151518 |
| Rights | not_available, Copyright information available at source archive |
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