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sed segments coming out- balance group (aged 21-29) and carefree group (aged 30-40). Then, the content of communication delivers different stories with key elements- reliability (quality), popularity, value, technology leadership, innovation and personalisation to these two groups. Additionally, localised content of communication could be better targeted to Taiwanese consumers.

Integrated marketing communication (IMC) is simply the process of advertising, promotions, and media working together in strategic and effective ways. IMC stresses that it not only delivers promotion message but also strengthens brand image. Principles of advertising and IMC add a thorough treatment of the practices critical to building customer relationships and brands. Therefore, HP brand identity should be delivered consistently via main channels- TV advertisements, press advertisements, 3C retailers, computer shows and the Internet while delivering notebook promotions.

The Internet has become a popular tool of marketing communication, with no exception for HP. Bulik(2007a) points out that HP boosted its global online spending from 28% of marketing budget in 2006 to 35% in 2007. However, our research shows that brands mostly gain awareness from TV advertising. As Brink (2007) argues that 'The fact is you need multiple forms of media to get the best bang for your buck. Media consumption habits are changing, but that doesn't mean we should abandon what we've done in the past, because not everyone is changing. If we go all one way, we risk losing them.' (Bulik2007b). We would suggest HP still maintains at least some extent level of brand exposure on the TV channels.

Research Limitations and Suggestions for Future Research

The first limitation is the sample size of the research study as it was small relative to the population size of Taiwan. Although the questionnaire was carefully designed, only 152 people were surveyed. The perception and evaluation from these participants may not present the same perception of the Taiwanese population as a whole even though special care has already been taken to ensure that the selection of the sample representation was not biased.

Additionally, limitations were caused by methodology selection. There are many advantages of self-administrated questionnaires such as no interviewer variability, absence of interviewer effects and convenience for respondents. However, there are also inevitable disadvantages including no on-site assistance for respondents, difficulty having insight into interviewees' emotions, and problem controlling the reliance on self-reported data. Unfortunately, respondents may do any of the following, impacting research reliability: lie intentionally, give answers based on wishful thinking rather than the truth; fail to understand the questions, and forget parts of the experience they need to describe.

Consequently, future research could take larger samples from a more diverse selection of the population. Furthermore, further research could make a more detailed analysis of consumer perceptions and preferences as well as their response to the marketing strategy of each brand. Finally, more in-depth resea本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。