整合性行銷溝通：強化政策宣導與溝通的利器
黃俊英
《摘要》
政府的政策宣導和溝通常不夠清楚明快，甚至老是慢半拍，容易造成民眾的誤解和疑慮，讓政策的美意打折，影響政策的推動和績效至鉅。本文主要在介紹整合性行銷溝通的重要概念和做法，並從政府部門的角度說明如何運用這些工具來增進政策宣導與溝通的能力和成效。
整合性行銷溝通的工具很多，主要有廣告、促銷、公關、人員銷售、直接行銷和口碑行銷等六種，這些工具都必須小心地加以協調和整合，使成為一個協同一致的溝通組合。本文分別檢視各種工具的特性和內容，並以「二○一一客家桐花祭」的溝通活動為例說明各種行銷溝通工具的整合運用。
政策溝通的流程雖然是由政府部門開始，把訊息經由溝通通路傳遞給閱聽者（民眾或其他群體），但在發展整合性行銷溝通時，則要先從確認閱聽者開始。發展整合性行銷溝通的步驟依序是確認目標閱聽者、決定溝通目標、設計溝通內容、選擇溝通通路、設定預算、決定溝通組合、衡量溝通效果等七個步驟。由於溝通內容的設計及溝通通路的選擇這兩個步驟的內容較為繁雜，本文除了簡要介紹各個步驟的內容外，也特別針對溝通內容及溝通通路這兩個部分做了較詳細的探討。
整合性行銷溝通是強化政策宣導與溝通的一項利器，公務人員應充分了解它的功能與內容，並善用這一利器來爭取民眾或其他公眾群體對政策的認同和支持，有效達成政策目標。
[關鍵詞]：政令宣導、政策溝通、整合性行銷溝通、置入性行銷、客家桐花祭
Integrated Marketing Communications: A Useful Tool for Improving Policy Communications
Jun-Ying Huang
Abstract
Policy communications are usually not done clearly and quickly enough to clarify public misunderstandings and doubts in time, impairing implementation of the policy and its performance. This article aims to introduce the concept and practices of integrated marketing communications (IMC) and explore how IMC can be applied to improving the effectiveness and performance of policy communications.
IMC involves a variety of tools, including advertising, sales promotion, public relations, personal selling, direct marketing and word-of-mouth marketing. Each tool has its unique characteristics and costs. Policy communicators must blend or integrate these tools carefully into a coordinated communications mix.
Seven steps must be taken by the communicators when developing an effective IMC program: identifying the target audience, determining the communications objectives, designing the communications, selecting communications channels, setting the communications budget, deciding the communications mix, and measuring communications campaigns.
IMC is a useful tool for improving policy communications. It is a necessity for government officials in charge of policy communications to fully understand the important role IMC plays. They must also be able to make the best use of IMC so as to elicit the desired responses from the target audience and to achieve policy goals and objectives.
Keywords: policy propaganda, policy communications, integrated marketing communications, product placement, Hakka Tung Blossom Festival