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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707105-161441 |
| Date | 07 July 2005 |
| Creators | Chen, Yung-shih |
| Contributors | 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-0707105-161441 |
| Rights | campus_withheld, Copyright information available at source archive |
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