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tw
(02)2705-5066

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(02)2705-5066

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(02)2705-5066


Integrated Marketing CommunicationIMC1990

IMC

IMC
IMC

IMC

()

IMC

()IMC

IMC

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(02)2705-5066

()IMC
IMC

IMC

()

()

() 8
14

City CafOSIMSOGO
LuxgenSK-II

II

hope88@xuite.net
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(02)2705-5066

360

Unit 1-1

004

Unit 1-2

006

Unit 1-3

008

Unit 1-4

360

010

Unit 1-5

012

Unit 1-6

014

Unit 1-7

IMC4P/1S

016

Unit 1-8

018

Unit 1-9

IMC

020

Unit 1-10 IMC

022

Unit 1-11 IMC

024

Unit 1-12 IMC

026

Unit 1-13 IMC

028

Unit 1-14 IMC

030

Unit 1-15 IMC

032

Unit 1-16 IMC

034

Unit 1-17 IMC

036

Unit 1-18 IMC

038

Unit 1-19

040

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(02)2705-5066

III

Unit 2-1

044

Unit 2-2

046

Unit 2-3

048

Unit 2-4

050

Unit 2-5

052

Unit 2-6

054

Unit 2-7

056

Unit 2-8

058

Unit 2-9

060

Unit 2-10

062

Unit 3-1

068

Unit 3-2

070

Unit 3-3

072

Unit 3-4

074

Unit 3-5

II

076

Unit 3-6

078

Unit 3-7

II

080

Unit 3-8

082

Unit 3-9

084

Unit 3-10

IV

086

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(02)2705-5066

Unit 4-1

090

Unit 4-2

092

Unit 4-3

094

Unit 4-4

096

Unit 4-5

098

Unit 4-6

100

Unit 4-7

CPRPGRP

102

Unit 4-8

104

Unit 4-9

106

Unit 4-10

108

Unit 5-1

114

Unit 5-2

116

Unit 5-3

118

Unit 5-4

120

Unit 6-1

124

Unit 6-2

126

Unit 6-3

128

Unit 6-4

130

Unit 6-5

132

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(02)2705-5066


Unit 6-6

134

Unit 6-7

136

Unit 6-8

138

Unit 6-9

140

Unit 6-10

142

Unit 6-11

144

Unit 6-12

146

Unit 7-1

150

Unit 7-2

152

Unit 7-3

154

Unit 7-4

156

Unit 7-5

158

Unit 7-6

160

Unit 7-7

4P

162

Unit 7-8

164

Unit 7-9

166

VI

Unit 8-1

City Caf I

172

Unit 8-2

City Caf II

174

Unit 8-3

OSIM I

176

Unit 8-4

OSIM II

178

Unit 8-5

OSIM III

180

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(02)2705-5066

Unit 8-6

182

Unit 8-7

II

184

Unit 8-8

III

186

Unit 8-9

188

Unit 8-10 II

190

Unit 8-11 III

192

Unit 8-12 SOGO I

194

Unit 8-13 SOGO II

196

Unit 8-14 SOGO III

198

Unit 8-15 I

200

Unit 8-16 II

202

Unit 8-17 III

204

Unit 8-18 I

206

Unit 8-19 II

208

Unit 8-20 III

210

Unit 8-21 I

212

Unit 8-22 II

214

Unit 8-23 III

216

Unit 8-24 Lexus I

218

Unit 8-25 Lexus II

220

Unit 8-26 Lexus III

222

Unit 8-27 LUXGEN I

224

Unit 8-28 LUXGEN II

226

Unit 8-29 LUXGEN III

228

Unit 8-30 I

230

Unit 8-31 II

232

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(02)2705-5066

VII


Unit 8-32 III

234

Unit 8-33 SK-II I

236

Unit 8-34 SK-II II

238

Unit 8-35 SK-II III

240

Unit 8-36 I

242

Unit 8-37 II

244

Unit 8-38 III

246

Unit 8-39

248

Unit 8-40 HIGH I 250

Unit 8-41 HIGH 252
Unit 8-42 HIGH 254

VIII

257

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(02)2705-5066

1360
2

www.wunan.com.tw
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

1
360

Unit 1-1
Unit 1-2
Unit 1-3
Unit 1-4 360
Unit 1-5
Unit 1-6
Unit 1-7 IMC 4P/1S
Unit 1-8
Unit 1-9 IMC
Unit 1-10 IMC
Unit 1-11 IMC
Unit 1-12 IMC
Unit 1-13 IMC
Unit 1-14 IMC
Unit 1-15 IMC
Unit 1-16 IMC
Unit 1-17 IMC
Unit 1-18 IMC
Unit 1-19

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(02)2705-5066

360

1-1

Unit

1990Integrated Marketing
Communication, IMC

1.2.
3.4.

004

1.2.
3. 4.
5. 6.
7. 8.
9. 10.
11.12.
13.

www.wunan.com.tw
(02)2705-5066

(IM Communication Power)

11

(IM Organization
Coordination Power)

(IM IT Power)
7

360

(IM Business Power)

13

13

005

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(02)2705-5066

360

1-2

Unit

006

1. 2. 3. 4. 5. 6. 7.
8.9.10.DM11.

One-Voice

Fit

www.wunan.com.tw
(02)2705-5066


(1)CF(2)()
(3)()(4)
(5)

(1)(2)
APP
(1)E-mail(2)
(3)

4. 5.

POP

T/M

Reputation(
)
Sales(

11

360

(1)(2)

)
Branding(
)
One-Image(
)
One-Voice(

1. 2. 3.

(1)
(2)
(3)

007

(2)
(4)
(6)
(8)
(10)
(12)
(14)

(1)
(2)
(3) (4)
(5) (6)
(7) (8)
(9)(DM)

(1)
(3)
(5)
(7)
(9)
(11)
(13)
(15)

1.()
2.

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(02)2705-5066

360

1-3

Unit

information technology, IT

IT
IT1.POS
2.CRM3.GIS
4.DSIS5.
6.7.
IT

008

IMC

ITIMC

IMC

IMC
IMC

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(02)2705-5066

IT
1.POS(Point of sale)

2.CRM()

3.GIS()

5.(Advertising Effect)
6.(Market Survey)

360

4.DSIS()

7.(Data-Bank)

009

I M C

I M C

4 P/1 S

Product
Price
Place

Promotion
Service

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(02)2705-5066

360

1-4
360

Unit

Integrated Marketing Communication, IMC

IMCTA

DMDM

Target Audience, TA

IMC
010

IMCTV
TVCFNPMGDMNP
MGDMInternetOOHout of
homeAPP
LINERD

1.

2.

3.

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(02)2705-5066

360&
(26)

(27)

(1)

(2)

(3)

(24)

(5)

(23)

(22)

(21)

(20)

(12)

(11)

(1)

1.

2.
3.

(10)

(9)

1.
2.

(8)
DM/

(19)

(2)

(7)

(3)

(4)

(5)

(6)

(7)

(8)

011

(9)

(10)
()

(11)

(18)

(17)

(6)

(16)

(15)

(14)

(13)

360

(4)

(25)

(12)

www.wunan.com.tw
(02)2705-5066

360

1-5

Unit

IMC

MixPackage

012

Synergy

IMC

IMC

IMC

IMC

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(02)2705-5066

&
1.

2.

3.
1+1>2

4.

360

5.

(IMC)

(Media-Mix)

(Promotion-Mix)

(Synergy)

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(02)2705-5066

013

360

1-6

Unit

1.2.
3.4.5.SP

3C

1.
2.
3.4.

014

DMDM

3C
3C
1.
2.DM
3.4.
5.

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(02)2705-5066


IMC

IMC

1. ()
2.Event
3.
4.
5.
6.
7.
8.
9.
10. 11.

1.
2.

360

IMC 6

1. (TVCFNP)
2.
3.
4.
5.
6. ()

3.
IMC
4.SP
5.

6.
015

1.
TVCF
2.

3.

Jolin ()

4.

5.
6.

www.wunan.com.tw
(02)2705-5066

360

1-7
IMC4P/1S
Unit

IMC4P/1SIMC4P/1SIMC4P/1S

4P/1SIMC
4P/1S IMC
4P/1S

4Ppromotion

4P/1SIMC
4P/1SIMC4P/1S
IMC IMC
IMC
4P/1S

016

4P/1SIMC
IMC
4P/1SIMC
4P/1S

4P/1S

IMC

1.
360
2.

3.

4.
5.
www.wunan.com.tw
(02)2705-5066

4P/1SIMC

price

place

promotion

service

product

360

4P/1SIMC

I MC

4P/1S

017

1
2
3
4

()

IMC

()

www.wunan.com.tw
(02)2705-5066

360

1-8

Unit

IMC

018

IMC
IMC

IMC
IMC

IMCKey Success Factor

()

()

()

()
CF
( )

()

()
7-Eleven

()
IMC
()
SONY101
3,000

()
IMC

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(02)2705-5066

10
1.

&

10

4.

5.

360

3.

2.

6.

7.

8.

IMC
IMC

9.
SONY101

(SONY BRAVIASONY VAIO

SONY Experia)3,000

10.

www.wunan.com.tw
(02)2705-5066

019

360

1-9
IMC

Unit

1. Profile
2. 110
2030100
3.4.

5.

020

IMC

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(02)2705-5066


1-1.
1-2.
1-3.

2-3.

2-4.
4
(

2-5.

3-1.IMC
3-2.

4-1-1.IMC
4-1-2.IMC
4-1-3.
4-1-4.

4-2-1.

4-2-2.

360

2-2.

2-1.

(1)TVOO%
(2)NPOO%
(3)MGOO%
(4)RDOO%
(5)OOH()OO%
(6)internetOO%
(7)PROO%
(8)SP()OO%
(9)DMOO%
(10)OO%
(11)eventOO%
(12)OO%
(13)OO%

2.

1.

10
5%
5,000

3.

TV
4.

TV
TV
NP

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(02)2705-5066

021

360

1-10
IMC
Unit

IMC
IMC

IMC

IMC

IMC
1.2.3.
4.5.CRM

SWOT
SWOT1.
2.
3.
022

IMCUSP
IMC

IMC
IMC

IMC
IMC
IMCIMC

www.wunan.com.tw
(02)2705-5066

IMC
1.IMC

(2)

competition

(3)
4P
8P/1S/2C
my
company

(1)USP)
(2)USP
(3)USP

023

(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)/
(9)
(10)
(11)

4.IMC
objective
goal
(1)
(2)

360

3.IMCUSP
positioning & USP

(1)

market
environment

(1)

(2)
(3)

(4)
(5)CRM

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(02)2705-5066

360

1-11
IMC
Unit

IMC

IMC
IMC
IMC
IMC

IMC
IMC

024

IMC
IMC

IMC

IMCROI

IMC
ROI

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(02)2705-5066

. .
, 2014.09

ISBN 978-957-11-7745-8 ()
1.
496

103014753

1FTG

106 3 3 9 4
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