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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