Abstract
The study applies the marketing theories of Integrated Marketing Communication (IMC) to analyze how non-profit research institutes promote their R&D achievements through the communication models, tools, organizational integration, and objectives of integrated marketing communication. The research aims to analyze the integrated marketing communication models for ITRI’s 18 innovative technologies between 2008 and 2012, upon receiving awards in R&D 100 Awards, Wall Street Journal Technology Innovation Awards, Solar Industry Awards, and the Display of The Year Awards (DYA), in addition to discovering the types of positive impact on the improvement of brand publicity, ITRI image, and technology transfer motivation. Combining both of the first-hand data from the expert interview and questionnaire survey and secondary data analysis, the study examines the integrated marketing communication tools, process and output performance to discuss the effectiveness of ITRI’s integrated marketing communication model in the promotion of innovative technology. The following conclusions are drawn based on the research findings: (1) The model of innovative technology integrated with “value enhancement” and “integrated marketing communication” substantially reduces difficulties in initial marketing. (2) Foreign media reports can draw attention from customers to improve stake holders’ motivation to transfer technologies.(3) Public Relations activities have significant impacts on publicity improvement. (4) The process and implementation of integrated marketing make a more impact on brand publicity and brand image than choosing IMC application tools.