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Advertising Association of
Thailand
Development of
Advertising
In Thailand
Advertising is a
communication
that have an Objective
most of the time commercial
Client or Employer
Competitor
Advertising is
Dominated
Product
Consumer
Dominated by
Client
Who invested millions
Who needs to develop their business
Who are part of country economics
Someone who put their future in risk
Dominated by
Product/Service
New benefit to inform to public
Convenience-faster-better-cheaper
Dominated by
Consumer
Who is smarter
More independence
More confidence
Who more demanding for better life
Advertising
Product
Advertising
Consumer
Marketing
Product
Consumer
Advertising
Marketing
Power
Consumer
Dictates everything not just Ads
Power
Consumer
Dictates everything not just Ads
When
Consumer
Change
Everything
Marketing change
Product-Service change
Advertising change
Consumer
Research
Insights
Why
People change
Social Change
•
•
•
•
Politic
Economic
Technology
Environment
Politic:
DaraVedi controversial
Political change
Objective change
Economic
From frozen to Dynamic economic
Near Dead businesses cracker
Power of the east
Power of the west
Better price
Innovative Value
?
Competition
Fashion Phone
PDA cell phone
Regular Cell Phone
Camera phone
Smart Phone Phone
Competition
Technology
Transumer-no commitment-rent-good style but cheap
Trysumer-experience- tranparency-price quality-kik
Participation life style -involvement-post picture in web
Shut off order- lack of share understanding
Less patience-less creative
Now- what when where ever I want.
Environment
All Changed
Advertising has to change
Advertising
Doesn’t have political
or social ambition
Unless the objective is set for
Reflection
Of social Trend-value-attitude-preference
AAT
TCDC
TACT
Advertising industry
Advertising Student
Cultural reference
Repeat success
Taught evaluation
Objective
Attraction
Sell result
Problem
In a Democratic society
Some
Change
Some don’t
General
Yuppy
Tech Gen
Difference
Point of view
Ads for
Baby Boomer
Ads for
Yuppy
Ads for
Tech Gen
Problems:
Boomer:
critique
Yuppy: seller
Ads???
Tech Gen: Buyer
Living in
Reflection
Fast Changing
Society
Ability
To Change
With the fast changing world
Thai Advertising
Half a century
Of continuous changing
From:
No where
To#1
To#5
In Asia
In the world
1:Informative
Super AE
Western
2:Art Direction
Hot creative from oversea
3:Idea
that connect with consumer’s mind
The world famous
4:Thai humor
5:Future
Communication
Not Advertising any more
It’s
Attitude Brand
Any thing you do I can do it ,just better and cheaper
It’s
Idea Centric
Mine selling proposition-Experiential marketing
Idea innovation
The Brand that
Tells who I am
Apple
KTC
More and More
IMC
Not just Advertising
Execution
Idea
Level
Discipline
Objective
7-Eleven Connections
Partnership events
7 Book AWARD
Free drink for
policemen
Food Festival
Website
Yearly 7-University
(staff training)
Book Smile Shop
New Identity
Roadshow to refresh
old branches
Charity
Campaign
Love Reading
TV Program
7-Value card
membership
Money transfer
Service Launch
Food & Drink
product campaigns
Counter Servie
(Pay Point) launch
SHIFT_ Perspective
Press Conference
Rotation Caravan
TV Tie in
Rueng Lao Chao Nee
Road Show
Direct Mail
Catalog/Mini brochure
SHIFT_
Perspective
Ambience Ad
P.O.P
Magazine Ad
T-shirt/Polo shirt
Press Ad
TVC
Billboard
Not thing last forever
As long as
Social
Change
Value Attitude Behavior Life Style
Advertising remains the
Reflection
of social Trend-value-attitude-behavior
They will dictate
the things to come
They will dictate
the things to come
Thank you