A research on formation of idols using integrated marketing communication: A case study of idol band 'Lollipop'
| Autor: | Weng, Ben, 翁瑞迪 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The famous boys group “Lollipop” raised from the television program Bang Bang Tang of Chanel [V] has become noted in these years. The Integrated Marketing Communication of the program successfully integrated the resources of Channel [V] such as record company, magazine publication, and advertising company to promote the unique brand image of Lollipop. The researcher of this paper was one of the members of the Bang Bang Tang program and participated in the growth of the Lollipop. The action research and case study for the “Lollipop” are provided with in-depth interviewing the direct and staffs of the Bang Bang Tang. To improve the reliability, the quantitative information such as Nielsen rating is provided to evidence the effectiveness of the cases. The findings for the success of Lollipop can be concluded with the synergy of the following strategies: the target market and market segmentation, the inside and outside communicative strategy, the Integration of communicative tools, the Integration of communicative message, the cooperation of other company and the Integration of inside and outside communicative message. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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