สถานภาพปัจจุบันของการสื่อสารการตลาดแบบผสมผสานในประเทศไทย
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Abstract
This study was aimed to study the current status of integrated marketing communications (IMC) in Thailand. The three main aspects were examined accordingly; 1) general opinion and perception on the concept of IMC, 2) perceived favorability on IMC practices and, 3) perceived barrier to IMC practices. The survey data were collected with 122 marketers and 109 advertising practitioners in Thailand. The findings show that the current status of integrated marketing communications in Thailand has been moved to the third level regarding the level regarding the level of integration. The results also showed that both groups consistently perceived the main aspects of IMC examined.
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References
ภาษาไทย
กิ่งกาญจน์ ภัทรธรรมมาศ. (2547). พัฒนาการและอนาคตของแนวคิดและการใช้การสื่อสารการตลาดแบบผสมผสานในประเทศไทย. วิทยานิพนธ์ปริญญาดุษฎีมหาบัณฑิต สาขาวิชานิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.
ภิญญา ลีฬบุญเอี่ยม. (2547). อิทธิพลของแนวคิดการสื่อสารการตลาดแบบผสมผสานต่อการสร้างสรรค์งานโฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภูวนาท คุนผลิน. (2543). รูปแบบโครงสร้างของบริษัทตัวแทนโฆษณาที่ดำเนินธุรกิจโดยใช้แนวคิดการสื่อสารการตลาดแบบผสมผสานในประเทศไทย. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Anantachart, S. (2001). To integrate or not integrate: Exploring how Thai marketers perceive integrated marketing communications. In M. S. Roberts & R. L. King (Eds.), Proceedings of the 2001 Asia-Pacific Conference of the American Academy of Advertising (pp. 66-73). Gainesville, FL: University of Florida.
Anantachart, S. (2003). In the eyes of beholder: A comparison of Thai marketers’ and advertising practitioners’ perception on integrated marketing communications. In P.B. Rose & R. L. King (Eds.), Proceedings of the 2003 Asia-Pacific Conference of the American Academy of Advertising (pp. 41-47). Miami, FL: Florida International University.
Anantachart, S. (2006). Thai advertising practitioners’ attitudes toward and opinion on integrated marketing communications (Research report). Bangkok, Thailand: Chulalongkorn University, Faculty of Communication Arts.
Belch, G. E., & Belch M. A. (2001). Advertising and promotion: An integrated marketing communications: A survey of national spective (5th ed.). New York: Irwin/McGraw-Hill.
Caywood, C., Schulthz, D. E., & Wang, P. (1991). Integrated marketing communications: A survey of national consumer goods and advertisers. Evanston, IL: Northwestern University Medill School of Journalism.
Chu, G., Hsu, M., & Li, S. (2009). Perceptions on integrated marketing communications among advertising agencies executives in China. International Journal of Integrated Marketing Communications. 1(2). 57-71.
Duncan, T. (2005). Principles of advertising & IMC (2nd ed.) Boston, MA: McGraw-Hill/Irwin.
Duncan, T. R., & Everett, S. E. (1993). Client perceptions of integrated marketing communications. Journal of Advertising Research.
Duncan, T. R., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
Fam, K. S., & Waller, D. S. (2008). Agency-client relationship: Factors across life-cycle stages. Journal of Relationship Marketing, 7(2), 217-236.
Kitchen, P. J., & Li, T. (2005). Perceptions of integrated marketing communications: A Chinese ad and pr agency perspective. International Journal of Advertising, 24(1), 51-78.
Kitchen, P. J., & Schultz, D. E. (1999). A multi-country comparison of the drive for IMC. Journal of Advertising Research, 39(1), 21-38.
Kitchen, P. J., & Schultz, D. E. (2000). The status of IMC: A 21st-century perspective. Admap, (Sep), 18-21.
Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions. International Journal of Integrated Marketing Communications, 1(2), 7-12.
Kurl, D. (2002). The scope of integrated marketing communications in India. Unpublished master’s thesis. San Jose, CA: San Jose State University.
Lee, H. D., & Park, W. C. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), 222-236.
Nowak, G. J., & Phelps, J. (1994). Conceptualizing the integrated marketing communications phenomenon: An examining of its impact on advertising policies and its implications for advertising research. Journal of Current Issues and Research in Advertising, 16(1), 49-66.
Schultz, D. E. (1993). Four basic rules lay groundwork for integration. Marketing News, 27(17), 5.
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of Marketing Communication, 4(1), 9-26.
Schultz, D. E., & Schultz, H. (2004). IMC The next generation: Five steps for developing value and measuring return using marketing communication. New York: McGraw-Hill.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, T. F. (1993). Integrated marketing communications: Pulling it together and making it work. Lincolnwood, IL: NTX Business Books.
Shrimp, T. A. (2000). Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). Fort Worth, TX: Dryden Press.
So, S. L. M. (2005). What matters most in advertising agency performance to clients: Implication and issues on their relationship in Hong Kong. Journal of Current Issues & Research in Advertising. 27(2), 83-98.
Wackman, D. B., Salmon, C. T., & Salmon C. C. (1987). Developing an advertising agency-client relationship. Journal of Advertising Research, 26(6), 21-8.
กิ่งกาญจน์ ภัทรธรรมมาศ. (2547). พัฒนาการและอนาคตของแนวคิดและการใช้การสื่อสารการตลาดแบบผสมผสานในประเทศไทย. วิทยานิพนธ์ปริญญาดุษฎีมหาบัณฑิต สาขาวิชานิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.
ภิญญา ลีฬบุญเอี่ยม. (2547). อิทธิพลของแนวคิดการสื่อสารการตลาดแบบผสมผสานต่อการสร้างสรรค์งานโฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภูวนาท คุนผลิน. (2543). รูปแบบโครงสร้างของบริษัทตัวแทนโฆษณาที่ดำเนินธุรกิจโดยใช้แนวคิดการสื่อสารการตลาดแบบผสมผสานในประเทศไทย. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Anantachart, S. (2001). To integrate or not integrate: Exploring how Thai marketers perceive integrated marketing communications. In M. S. Roberts & R. L. King (Eds.), Proceedings of the 2001 Asia-Pacific Conference of the American Academy of Advertising (pp. 66-73). Gainesville, FL: University of Florida.
Anantachart, S. (2003). In the eyes of beholder: A comparison of Thai marketers’ and advertising practitioners’ perception on integrated marketing communications. In P.B. Rose & R. L. King (Eds.), Proceedings of the 2003 Asia-Pacific Conference of the American Academy of Advertising (pp. 41-47). Miami, FL: Florida International University.
Anantachart, S. (2006). Thai advertising practitioners’ attitudes toward and opinion on integrated marketing communications (Research report). Bangkok, Thailand: Chulalongkorn University, Faculty of Communication Arts.
Belch, G. E., & Belch M. A. (2001). Advertising and promotion: An integrated marketing communications: A survey of national spective (5th ed.). New York: Irwin/McGraw-Hill.
Caywood, C., Schulthz, D. E., & Wang, P. (1991). Integrated marketing communications: A survey of national consumer goods and advertisers. Evanston, IL: Northwestern University Medill School of Journalism.
Chu, G., Hsu, M., & Li, S. (2009). Perceptions on integrated marketing communications among advertising agencies executives in China. International Journal of Integrated Marketing Communications. 1(2). 57-71.
Duncan, T. (2005). Principles of advertising & IMC (2nd ed.) Boston, MA: McGraw-Hill/Irwin.
Duncan, T. R., & Everett, S. E. (1993). Client perceptions of integrated marketing communications. Journal of Advertising Research.
Duncan, T. R., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
Fam, K. S., & Waller, D. S. (2008). Agency-client relationship: Factors across life-cycle stages. Journal of Relationship Marketing, 7(2), 217-236.
Kitchen, P. J., & Li, T. (2005). Perceptions of integrated marketing communications: A Chinese ad and pr agency perspective. International Journal of Advertising, 24(1), 51-78.
Kitchen, P. J., & Schultz, D. E. (1999). A multi-country comparison of the drive for IMC. Journal of Advertising Research, 39(1), 21-38.
Kitchen, P. J., & Schultz, D. E. (2000). The status of IMC: A 21st-century perspective. Admap, (Sep), 18-21.
Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions. International Journal of Integrated Marketing Communications, 1(2), 7-12.
Kurl, D. (2002). The scope of integrated marketing communications in India. Unpublished master’s thesis. San Jose, CA: San Jose State University.
Lee, H. D., & Park, W. C. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), 222-236.
Nowak, G. J., & Phelps, J. (1994). Conceptualizing the integrated marketing communications phenomenon: An examining of its impact on advertising policies and its implications for advertising research. Journal of Current Issues and Research in Advertising, 16(1), 49-66.
Schultz, D. E. (1993). Four basic rules lay groundwork for integration. Marketing News, 27(17), 5.
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of Marketing Communication, 4(1), 9-26.
Schultz, D. E., & Schultz, H. (2004). IMC The next generation: Five steps for developing value and measuring return using marketing communication. New York: McGraw-Hill.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, T. F. (1993). Integrated marketing communications: Pulling it together and making it work. Lincolnwood, IL: NTX Business Books.
Shrimp, T. A. (2000). Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). Fort Worth, TX: Dryden Press.
So, S. L. M. (2005). What matters most in advertising agency performance to clients: Implication and issues on their relationship in Hong Kong. Journal of Current Issues & Research in Advertising. 27(2), 83-98.
Wackman, D. B., Salmon, C. T., & Salmon C. C. (1987). Developing an advertising agency-client relationship. Journal of Advertising Research, 26(6), 21-8.