整合行銷傳播效果測量之初探性研究

Abstract

本研究旨在探討台灣業界（包括廣告主、廣告代理商、調查公司）是否有進行整合行銷傳播綜效的測量、實際測量指標與方法為何，並將國內、外相關文獻整理為五大傳播工具和整合行銷傳播的效果測量指標與方法。研究採用半結構深度訪談法，進行訪談蒐集資料，並輔以電腦軟體Nudist作為資料分析的輔助工具。

研究結果發現，台灣業界認同整合行銷傳播可發揮綜效，但對綜效的定義模糊，此外，整合行銷傳播效果受限於許多變數影響，導致在效果測量上無法執行。而目前台灣業界測量整合行銷傳播效果的方式，仍大多採用單一工具來進行測量，未進行整體的傳播效果評估，其次，並採用銷售量或銷售率作為事後評估效益的指標之一。最後，本研究對實務界提出相關的建議，希冀研究結果有助於對整合行銷傳播效果測量整體的瞭解，同時提供實務與學術後續研究參考之用。

The main purpose of this study are to explore how advertisements, advertisements agent and research company in Taiwan measure the effects of IMC(Integrated Marketing Communication), and what their measure indexes and methods are . By reviewing domestic and foreign literatures, this research classifies the indexes and methods with five communication tools of Integrated Marketing Communication. Then 12 related workers were interviewed with the method of semi-structural depth interview. The interviewing data were transcribed into verbatim and were analyzed with qualitative data analysis software Nudist Vivo 2.0.

The research attempts to compare the related workers’ viewpoints of how to measure the effects of IMC with the viewpoints of the literates in American and Taiwan. The research results show that the marketing industrial experts agree to IMC can generate synergy but they also think which definition is ambiguous. Additionally, the effects of IMC were influenced by many variables, and then eventuated in unmeasurable effects. Marketing industrial staffs in Taiwan still use one tool to measure the effects of IMC, not examine the whole effects, and adopt sales volume as one of the indexes of measure effects. In the end, this research addresses some advices to the marketing industries and could be a reference for related further research and study in this field.