The integrated marketing communication strategy of heavy metal music
Date Issued
2005
Date
2005
Author(s)
Lee, Hsin-Lin
DOI
zh-TW
Abstract
This paper attempted to combine the newly-rising concept of marketing in the 90s—the strategy of integrated marketing communication and heavy metal music. The researcher expected to construct a systematic model which can comply with the marketing of music industry. Initially, the researcher employed the analysis of literature and historical structural analysis to generalize the diffusion pattern of American heavy metal music. With the profound interview with Rock Empire Music and Universal Music, the researcher further access to the production and marketing process and authorization of the industry of Taiwan heavy metal records as well as the model of importing foreign records in order to recognize the important beneficial parties of industry value chain. After analyzing the above information and initially establishing the integrated marketing communication model which was suitable for music industry, the researcher proceeded with profound interviews with three target companies of TRA Music, Rock Empire Music and Magnum Music in order to understand how these promoters of Taiwanese heavy metal music operated the strategy of integrated marketing communication and promoted heavy metal music in Taiwan. With examination and modification of the model of integrated marketing communication, the research finally found out that this theoretical model could actually function as the basis with respect to the marketing communication planning of the promoters of heavy metal music. Upon the modification of partial process and elements of marketing communication, this model could also be applied to the promotion of other kinds of music. The modified model was divided into five sections:
(i)Consumer: One should employ qualitative analysis and quantitative analysis to access to the consumers which could function as the basis for establishing the categories of consumers. The researcher could further select the target customers and explore their authentic demands.
(ii)Other stakeholders: one should initially examine the possible individuals or groups who might affect the promoting activities of music and explore their benefits.
(iii)Development of marketing planning: With regard to the consumers of each section and various beneficial parties, one could respectively design a communication message which could convince them to discard other opportunities and manage the resources upon the marketing communication of heavy metal music.
(iv)Elements of marketing communication mix: One could employ concerts, records, music videos, radio stations, public relation, personal sales, print promos, Internet and magazines to spread the communication messages.
(v)Coordination of products, prices and channels: The prices, products and channels should comply with the communication messages designed by the marketing plans.
Subjects
音樂
行
銷
重金
屬樂
整合行
銷傳播
媒體規劃
Music marketing
Heavy metal music
Integrated marketing communication
Media planning
Type
thesis
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