法務部於二○○四年總統大選期間，透過各種大眾傳播管道，強力宣導反賄選，觀其手法與活動之內容，恰與行銷學中「整合性行銷溝通」之概念相類似，本研究乃以此概念為架構，針對此次反賄選宣導，探討每一環節是否與「有效的行銷溝通步驟」相契合，並提出以下之研究發現與建議，供法務部及其他政府機關作為改進及有效宣導公共政策之參考：
一、以獎金作為反賄選宣導之訴求易獲認同。
二、二○○四年總統大選反賄選宣導，雖己廣泛利用各種行銷管道，但對於如何有效整合各種溝通工具，仍有待加強。
三、反賄選宣導，如欲引起民眾之注意與認同，應慎選代言人。
四、反賄選後測調查之測量指標，無法反映民眾接受宣導後之行為改變。
五、反賄選宣導應事先建立明確的行銷溝通之步驟。
六、政策行銷應確實區隔「目標市場」。
七、政策行銷應建置完整之國民資料庫，以「拉的策略」決定溝通組合。
八、政策行銷如有長期宣導之必要，宜採「銷售百分比法」，設定溝通預算。
九、政策行銷應建立完整之評估機制。
十、整合性行銷溝通之準則，可適用於各類公共政策之推廣。

During the period of the presidential election in 2004, the Ministry of Justice had put together various types of channels to promote the concept of the anti-bribery policy, which was much similar to the idea of integrated marketing communication (IMC). In view of this, the research compared the anti-bribery policy promotion with the integrated marketing communication in theory to see whether they meet each other. The following conclusions and suggestions might become references and criteria for other governmental measures of marketing policies.
1 Rewarding the secret witness might be the best way to promote the anti-bribery policy.
2.Although the promotion of the anti-bribery policy had already used various kinds of marketing channels, the effects of the integration of these channels still need to be strengthened.
3.A proper propagandist might play an important role in the anti-bribery
policy promotion, if the promotion wants to catch people's attention and
recognition.
4.The measurement index of the after-investigation of the anti-bribery policy promotion seemd not to reflect the behavioral changes of people.
5.The anti-bribery policy promotion need to set up clear marketing communication steps in advance.
6.Policy marketing need to set up the target market positively.
7.Database might be built to enrich policy marketing. and government need
to use the pull strategy to determine communication mix.
8.If policy marketing has to proceed for a long time, the budget program need
to adopt the sales percentage method.
9.Policy marketing need to set up a complete measurement mechanism.
10.The principles of integrated marketing communication might be suitable for the promotion of all kinds of public policies.

目 錄
摘要(中)………………………………………………..…………………………...Ⅰ
摘要(英)………………………………………………………………….…………Ⅱ
誌謝詞………………………………………………………….……………….………Ⅲ
目錄………………………………………………………….…………………………Ⅳ
表目錄…………………………………………………………………………………Ⅵ
圖目錄……………………………………………………………………………...Ⅶ
第一章　緒論………………………………………………………………………1
第一節　研究動機………………………………………………………………1
第二節　研究目的…………………………………….………………………2
第三節　法務部二○○四年總統大選反賄選宣導主要內容………………3
第二章　文獻探討…………………………………………………………………6
第一節　公共政策行銷之演進與特色…………………………….……………6
第二節　整合性行銷溝通之內涵……………………………………….…...…12
第三節　有效的行銷溝通之步驟……………………….……………….….…18
第三章　研究設計…………………………………………………………………27
第一節 研究流程………………………………………………………………27
第二節 法務部反賄選宣導影片之成效調查…………………………………28
第三節 問卷調查與結果………………………………………………………32
第四節 深度訪談紀要………………………………………………………39
第五節 研究限制…………………………………………………………40
第四章　從整合性行銷溝通角度檢討反賄選宣導活動……………………………41
第一節 資料分析方法…………………………………………………………41
第二節 確定目標閱讀者……………………………………………………41
第三節 決定溝通目標……………………………………………………42
第四節 設計溝通訊息……………………………………………………43
第五節 選擇訊息通路……………………………………………………44
第六節 設定溝通預算……………………………………………………46
第七節 決定溝通組合……………………………………………………47
第八節 評估溝通效果………………………………………………………47
第九節 小結………………………………………………………………48
第五章　結論與建議……….………………………...…….………………………50
第一節 研究主要發現……………………………………………………50
第二節 具體建議…………………………………………………………55
第三節 公共政策行銷之未來……………………………………………58
參考文獻　……….………...…….……………………………………………………59
附錄一　本研究問卷………….………...…….……………………………………62
附錄二　「徵青天」報紙平面廣告………………………………...…..………….…65
附錄三　反賄選主題網頁………………………………………………………66
附錄四　陳部長的一封呼籲信 ……………………….…………………………67
附錄五　反賄選主題海報 ………….…………….……………………………...69
附錄六　電通公司調查企劃內容………….……...…………….……………70
附錄七　法務部訪談稿………………...…….……………………………….…72
附錄八　文宣袋(反賄支票+查賄錦囊)………………………………………..81
附錄九　宣導影片攝製及發表記者會簡介…………………………………86
附錄十　網路宣導簡介………………………………………………………89
附錄十一 大型反賄選活動簡介……………….……………………………………92

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三、網站部份
1. 毛治國，2003，「公共政策的傳播與行銷」，http://www.rad.gov.tw/learn/PDF/A/07-3.pdf
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