The Analysis of AIDA Model's Effectiveness in IMC Strategy -An empirical study of performing art industry in Taiwan
| Autor: | Shun-Wen Yang, 楊舜雯 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Performing arts plays an important role in developing esthetics of the society. It also a good tool to developing tourism industry, and marketing of cities. The past researches had pointed out that performing art in Taiwan lacked of using integrated marketing communication tools to develop effective programs to attract more audiences. In the past, researches of performing arts were focus on watching behavior of the audiences. There were little researches on the effectiveness of integrated marketing communication tools. So this study focused on the effectiveness of different phases of marketing communication, in order to understanding which strategies can be used at different communication stages. The questionnaires were distributed through the Internet and physical locations. There were 604 valid questionnaires in return. The result had shown that the most popular was the musical program. The effectiveness of communication tools were significant difference among the age, sex, and residence areas. In addition, different communication tools were significant difference among different types of performing arts. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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