科技於文化創意產業之應用- 整合行銷與品牌觀點 · 整合行銷傳播時,亦必須透過適時的 稽核,使企業的整合行銷活動更有效 率,並透過整合行銷傳播績效的測量
C13 整合行銷傳播之公共關係
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Transcript of C13 整合行銷傳播之公共關係
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C13
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P361~389Kathie Lee
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-- , ,
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---- ( ), --
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, --, , , , , Integrated Marketing Communication (IMC)
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, --()Integrated Marketing Communication (IMC)
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IMC, , , , , IMC,
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, IMCIMC,
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(Philip Kotler)4P(product)(price)(place)(promotion)
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(), ,
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(), :, , ,
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IMC
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(Third Party Endorsement)
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(Trade Show)
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(Spokesperson)
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(Movie Product Placement)Peogeot VS. Taxi ()
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(Movie Product Placement)BMW VS. 007
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(Movie Product Placement)BMW VS. 007
http://www.sonypictures.com/homevideo/casinoroyale/index.html
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Opel Vita (Corsa) VS.
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Opel Vita (Corsa) VS.
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Opel Vita (Corsa) 2000New Opel CorsaJET TVCorsaCorsacall-in5125310947-810-111 begin_of_the_skype_highlighting0947-810-111end_of_the_skype_highlightingNew Opel CorsaGM AutoWorldCorsa
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http://www.youtube.com/watch?v=mgZHDwJAUUUhttp://www.youtube.com/watch?v=j5Ftu3NbivEhttp://www.youtube.com/watch?v=SyG4nf8k1Dshttp://www.youtube.com/watch?v=7lyC10hjHuY
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Coke http://www.youtube.com/watch?v=Z1gr_pftFC4http://www.youtube.com/watch?v=3MnDAWlhegwhttp://www.youtube.com/watch?v=lqT_dPApj9Uhttp://www.youtube.com/watch?v=RDiZOnzajNUhttp://www.youtube.com/watch?v=1Pk07lQS3gshttp://www.youtube.com/watch?v=O69dME52g3I
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C13/C16