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THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION AND MARKETING COMMUNICATIONS'OBJECTIVES OF MARKETING DIRECTORS IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Sudthanom Tancharoen |
| Title | THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION AND MARKETING COMMUNICATIONS'OBJECTIVES OF MARKETING DIRECTORS IN THAILAND |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2559 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 171-186 |
| Keyword | Marketing, Marketing Communication, Integrated Marketing Communication, Thailand |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This research aims at studying the communication marketing plan with marketing communication's objectives so as to explain the different objectives of communication and business marketing goal. Especially the Integrated Marketing Communication (IMC) is implemented more important than former promotional mix. The several communication tools are implied with their objectives for affecting the consumer's buying decision and increasing competitive advantage. Owing to each tool would be supportively to each other for information accessing to target. The research tool was a semi-structured interview guide which consisted to the research objective for studying the implementation of communication tools and their objectives. The specific sampling was selected to imply for interviewing because of the convenience to each other. This research was focused on the relationships of IMC and marketing communication's objectives of more than 20-year companies in Thailand by interviewing from marketing executives, directors and/ or managers. Combining with the marketing plan from the annual report, executive report and performance documents and websites. Data analysis was content analysis and concluded each sample and also each business group.The findings were found that companies of vehicle manufacturer and dealer as automotive industry leaders in Thailand, the marketing communications were presented focusing on presentation of products' guaranteed awards, and highlight features by marketing communication via public broadcasts as above the line medias such as television, radio, and printed medias including supporting channel as below the line media for brand perception, awareness, and purchasing motivation. The businesses of consumer product focused on the businesses of consumer product mostly focused on through the line medias by integratedmarketing communication of several tools via above the line medias more than below the line medias so as for brand perception, awareness and developing to brand loyalty. For service businesses, they focused on several marketing communication channels as through the line which presented services, convenience, comfort place, customer relation management (CRM), and public interest activities (Corporate social responsibility: CSR) for brand image creation, brand perception, and stimulate their purchasing that focusing on service, convenience and comfort and also physical evidence such as internal designs and perceptional presentation of services with the objectives of clients' motivation and most satisfaction more than advertising but sales promotion that stimulate purchasing in a short specific period only. |
