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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0608105-084346 |
| Date | 08 June 2005 |
| Creators | Wang, Chung-yi |
| Contributors | Jun-Ying Huang, Jen-Her Wu, Iuan-Yuan Lu |
| 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-0608105-084346 |
| Rights | unrestricted, Copyright information available at source archive |
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