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。

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 ne-cessity 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.