INDEPENDENT STUDY
THE CORPORATE ADVERTISING APPLICATION IN THAI DAILY NEWSPAPERS
CASE STUDY: THAI-RATH, DAILYNEWS, MATICHON, KAOSOD AND
KOMCHADLUEK
NAPASIRI LAOTHAWEESUK
An Independent Study Submitted in Partial Fulfillment of
The Requirements for the Degree of
Master of Science ( Development Communication )
International Graduate Program
Graduate School, Kasetsart University
2006
Napasiri Laothaweesuk 2006: The Corporate Advertising Application in Thai Daily Newspaper,
Case Study: Thai -Rath, Dailynews, Matichon, Kaosod and Komchadluek. Master of Science
(Development Communication), International Graduate Program, Major Field: Development
Communication, Department of Agricultural Extension and Communication. Independent Study
Advisor: Assistant Professor Praderm Chumjai, Ph.D. 55 pages.
The objectives of this study were to determine the corporate advertising application of any Thai
companies in Thai daily newspapers to make a good awareness in the social corporation, and the corporate
advertising concepts that supporting to government’s campaigns that concerning on the social issues on April 2005
including the accident on road prevention campaigns as 10 Dangerous Days and Don’t Drink Drive and the Thai
cultural sustentation campaign as A Songkran Day, The value of Thai Ancient Culture.
All newspapers corporate advertisings in five Thai daily newspapers include Thai-Rath,
Dailynews, Matichon, Kaosod and Komchadluek throughout April 1-30, 2005 served as essential tool to survey and
gather the data inside (newspaper corporate advertising) of this study. Data were collected by using the research
instrument as the observation check list. The results as descriptive phenomenon were analyzed using the frequency
and percentage.
Results of the study showed that throughout April 1-30, 2005, the product in type of alcohol
beverage was contributed the newspaper corporate advertising in a greatest number under the concept of law
enforcement on alcoholic beverage selling. In addition, the newspaper corporate advertisings were shown in various
concepts, nevertheless, in this study mainly focused on the concepts which support and non –support to government
campaigns as 10 Dangerous Days, Don’t Drink Drive and A Songkran Day, The Value of Thai Ancient Culture. The
products of alcohol beverage, vehicle cosmetic and body decorative good (wrist watch) contributed the newspaper
corporate advertising that supporting the government campaign as 10 dangerous days and Don’t Drink Drive. Also,
the products of Communication Tool, Electric Device (appliance), Vehicle and Petrol contributed the newspaper
corporate advertising that supporting the government campaign as A Songkran Day, The Value of Thai Ancient
Culture.
The recommendation aims to help enhance and broaden the knowledge of newspaper corporate
advertising which can be an effective tool in Development Communication’s criteria. Furthermore, it fulfills and
implements desire to work successfully in social development.
____________________________
Student’s signature
_______________________________
Independent Study Advisor’s signature
___/___/___
ACKNOWLEDGEMENT
The researcher would like to give great thanks to my Advisory Committee, Assist
Professor Dr. Praderm Chumjai as Chairman, Associate Professor Dr. Savitree Rangsupaht and Mr.
Suchoti Daosukho as Major Advisor, and Assist Professor Dr. Somneuk Wongthong as Graduate
School Representative. They provided me with advice on many things that were truly beneficial
towards the researcher.
Moreover, this research could have not been successful if it were not for the support
of my lovely family and my all dearest friends in Dev.Com batch 6.
Lastly, all the success of this research, I dedicate to my father and mother.
Napasiri Laothaweesuk
June 2006
TABLE OF CONTENTS
Page
iii
LIST OF TABLES
LIST OF FIGURES
iv
CHAPTER 1
INTRODUCTION
Statement of Problem
Objectives of the Study
Expected Outcome
Limitation of the Study
Operational Definition
1
2
4
5
5
6
CHAPTER 2
LITERATURE REVIEW
The Concept of Communication and Mass Communication
Concept of Media Exposure
Diffusion of Innovations Theory
Advertising Process and Principle
Definition of Corporate Advertising
Related Research
9
9
11
14
16
22
25
CHAPTER 3
RESEARCH METHODOLOGY
Research Design and Method
Population
Research Instrument
Data Collection
Data Analysis
27
27
27
27
29
30
CHAPTER 4
CHAPTER 5
STUDY AND RESULTS
Part
1:
Part
2:
Part
3:
Part
4:
Contributing frequency of
newspaper corporate advertising
concepts in each types products
Contributing frequency of each type
newspaper corporate advertising concepts
Corporate advertising concepts
which support to Government’s campaigns
- 10 Dangerous Days.. Don’t Drink Drive
- Songkran Day.. The Value of Thai Ancient Culture
The number of products and their newspaper
corporate advertising concepts that supporting to
Government’s campaigns
CONCLUSION AND RECOMMENDATIONS
Conclusion
Recommendations of the Study
Recommendations for Further Study
Page
31
32
33
35
38
41
41
43
44
REFERENCES
45
APPENDIX
47
48
52
54
Appendix A
Appendix B
Appendix C
LIST OF TABLES
Table
1
2
3
Page
Contributing frequency of newspaper corporate advertising concepts
in each types products
Contributing frequency of each type newspaper corporate advertising concepts
The number of products and their newspaper corporate advertising concepts
that supporting to Government’s campaigns
33
35
40
LIST OF FIGURES
Figure
1 Communication process in society
2 Model of the advertising communication system
Page
10
20
1
CHAPTER 1
INTRODUCTION
The 21st century provides a different landscape for communications, educations, and
information, especially, those in the line of development agencies. The role of communication in
national development becomes much more important than ever before realized. Information takes the
essential factor used in decision-making in many activities of people; in essence, it is needed to
promote development as well. Both of the scientific and technological information must be processed
firstly before it is contributed to mankind.
Obviously, mass communication media plays an important role to transmit any
messages and information to people for social development. In essence, in order to make much more
motivation, perception, performance or action to people, it is, therefore, necessary that the appropriate
communication strategy be used. One of many communication strategies which could be used in the
process of development is advertising.
Advertising is more than just a means of disseminating product information. It is
used to promote political ideas and social economic development. Besides its role as a persuasive
communication device, advertising is also part of our social, cultural and business environment. It
mirrors the environment as well as brings about subtle changes in the mores and behavior of the
public who use it.
Corporate advertising is the one of advertising strategies that is designed and paid for
by an organization to enhance or change the image of firm. A distinction was made between
conventional product and brand-oriented strategy. It does not focus on a particular product or brand,
2
but on facilitating corporate goodwill, enhancing its image, and advocating matters of economic or
social significance to a corporation.
Due to the significant roles; social and business role of corporate advertising,
importantly, obtaining the information and knowledge regarding corporate advertising needs to
broaden in various communication channels. This research, therefore, aims to study regarding the
newspaper corporate advertising application in term of social’s corporation of any companies in
Thailand nowadays.
Statement of the Problem
Advertising has become an important role in social development, particularly, in
developing countries. It fulfills four basic functions in society. First, it serves a marketing function by
helping companies that provide products or services sell their products. Second, advertising is
educational. People can learn about new products and services or improvements in existing ones
through advertising. Third, advertising plays an economic role. The ability to advertise allows new
competitors to enter the business arena. Competition, in turn, encourages product improvements that
can lead to lower prices. In addition, advertising reaches mass audiences, so, greatly reducing the cost
of personal selling and distribution. Finally, advertising performs a definite social function. By
vividly displaying the material and cultural opportunities available in a free-enterprise society,
advertising helps increase productivity and raises the standard of living.
Nowadays, corporate advertising is able to set the tone for all of a company’s public
communications. It, basically, is designed to achieve specific objectives as: develop awareness of the
company and its activities, attract investor, improve a tarnished image and take a stand on important
public issues.
3
Newspaper is a kind of effective medium that be available for corporate advertising,
as a means of reaching the masses, providing a relatively inexpensive cost, timely and performing a
watchdog role in our society.
Because of the advantage in newspaper as mentioned above, many Thai advertisers
successfully contribute their corporate advertising in this kind of media. For instance, Regency, Thai
Alcoholic Beverage, contributes for its corporate advertising as “Good Awareness.. Good Thai
People”, it expects people to make the goodness and conduct the good behavior in order to reinforce
Thai society to be the better. Similarly, AIS, the global network system mobile phone also
contributes its corporate advertising as A Good Love Relationship in Family is a Great Power that
encourages people to give the love and warmth to their own family.
Effective newspaper corporate advertising can facilitate Development
Communication and it being a part of Development Communication about realizing the social issue in
a corporation in depth. Therefore, the researcher intends to undertake the study of the newspaper
corporate advertising application in ‘Thai-Rath’, ‘Dailynews’, ‘Matichon’, ‘Kaosod’ and
‘Komchadluek’, five well known Thai daily newspapers, throughout the month of April 2005.
The researcher selected this month for being the appropriated duration to collect data
because, in essence, April 2005 was a month that Thai Government began to announce many policies
and planed for improving the people’s standard of living in all levels in order to make the betterment
in Thai society indeed. Particularly, as we know, a month of April consists of many important official
holiday from the beginning of month as Chakri Day (April 6) and Songkran Day (April 13-15).
Therefore, it shows a long holiday (including many substitution days). Almost people usually take
working time off and travel to upcountry, effecting to the road accidents from drunk driving is
occurred during the long Songkran holiday inevitably.
4
Both of government agencies and many companies realize on such case intently.
Therefore, they mutually coordinate to make more people motivation about safety first when driving
on road. The campaigns of Traffic Accident Prevention as 10 Dangerous Days, Don’t Drink Drive are
contributed to public by transmitting the messages via the newspaper corporate advertising in
broaden.
Moreover, April is likely a representative month of Songkran Day, a Thai New Year
Festival, and it is a Thai cultural inheritance from the past to present as well. Based on a National
Development Plan which signifies in a part of Thai culture sustenance, indeed, it purposes to
implement and nourish a good awareness about the worth of Thai culture and tradition to people.
Hence, in order to accomplish for this purpose, contributing the campaign to public acknowledging is
one of the communication strategies that be enacted by Thai Government. Therefore, it resulted the
campaign of Songkran Day ..The Value of Thai Ancient Culture was contributed by through the
newspaper corporate advertising as well.
As discussing above, the researcher perceives that newspaper corporate advertising is
a new effective communication strategy in Thai society. It likely represents for the media’s social
responsibility that can serve to boost a corporation’s equity on people. Thus, it is the researcher’s
interest to conduct a study in order to distribute the information concerning the corporate advertising
application in Thai daily newspapers as a device or strategy for developing country.
Objective of the Study
This research aimed to determine as follows:
1.
The corporate advertising application of any Thai companies in Thai daily
newspapers to make a good awareness in the social corporation.
5
2.
The corporate advertising concepts that supporting to government’s
campaigns that concerning on the social issues on April 2005 as 10 Dangerous Days, Don’t Drink
Drive and Songkran Day ...The Value of Thai Ancient Culture.
3.
daily newspapers.
The problem and suggestion on the corporate advertising application in Thai
Expected outcome
Referring to the research objectives, the expected outcomes of the study includes:
1.
The results of the study would be useful to analyze about the social
responsibility and social development of any companies in Thailand in terms of supporting the
government’s campaigns in during April 2005 by contributing the newspaper corporate
advertisings.
2.
The results of the study could be used as a guideline to provide the new
visions to other researchers for further utilization in other related fields.
Limitation of the Study
This research mainly focuses on the study of the corporate advertising application of
any companies in Thailand in only five Thai daily newspapers including Thai-Rath, Dailynews,
Matichon, Kaosod and Komchadluek throughout April 1-30, 2005.
6
Operational Definition
Corporate advertising means a kind of advertising strategy which attempts to
increase a firm’s name recognition, establish goodwill for the company and its products, or identify
itself with some meaningful and socially acceptable activity.
Newspaper means the communication factor or media exposure (Thai-Rath, Daily
news, Matichon, Kaosod and Komchadluek ) which is an essential tool to survey and gather the data
inside (newspaper corporate advertising) in only the month of April 2005.
Observation Check Lists means the research instrument which is used to collect the
data for this study.
Type of corporate advertising concepts mean the category of each newspaper
corporate advertising which is divided into 3 types as social, economic and general.
Type 1.
Type2.
Type3.
Social: Traffic Accident Prevention, Alcohol Consumption
Control, Law Enforcement on Alcoholic Beverage Selling and
People Behavioral Development.
Economic: Conserving Energy and Conserving Money.
General: Education, Culture, Environment and Family.
Government’s campaigns mean the campaigns concerning on the social issues
which had been launched on April 2005 by Thai government. They are specified to 2 campaigns
as:
1.
10 Dangerous Days and Don’t Drink Drive
2.
Songkran Day ...The Value of Thai Ancient Culture
7
Corporate advertising concepts which support to Government’s campaigns
mean the two newspapers corporate advertising concepts which support to Government’s
campaigns as follows:
1.)
10 Dangerous Days and Don’t Drink Drive, including:
1.
2.
3.
Driving when drunk is danger and illegal
Selling alcohol beverage for children under 18 years old is illegal
Don’t Drink Drive.. Non alcohol is better. Lack of conscious causes
accident happened!
4.
Always turn on light. Use a motorcycle helmets and be careful!.
DON'T DRINK DRIVE!
5.
6.
7.
8.
9.
10.
Don't Drink Drive for safety on road and get politely celebrate in Songkran
festival can reduce accidents occurred.
Drinking alcohol reduces your driving capacity.
Drinking alcohol is a health risk factor and deteriorates intelligence
Drinking alcohol affects to the illnesses of liver and sex.
Alcohol makes you loose your consciousness and lead you to infringe a
Buddha five Commandments.
A Thais beautiful life derives from a Thai's beautiful intelligence; a concept
of the alternative drinks project which gives a support to the interested
graduate students submit their great no alcohol project works to the contest
in Nona festival.
2.) Songkran Day ...The Value of Thai Ancient Culture, including:
1.
Happy for all Thais in Songkran festival. Let's meet and visit your warm
family.
8
2.
3.
4.
Pure..expects all thais think of and make the sustentation to Songkran Day,
a valuable Thai culture.
Be warm and happy for all Thai families in Songkran day, a valuable Thai
new year.
Harmonizing a good and warm relationship in your family in Songkran
day, our valuable Thai New Year.
9
CHAPTER 2
LITERATURE REVIEW
Research data and documents related with this research:
1.
2.
3.
4.
5.
6.
The Concept of Communication and Mass Communication
Concept of Media Exposure
Diffusion of Innovations Theory
Advertising Process and Principle
Definition of Corporate Advertising
Related Research
The Concept of Communication and Mass Communication
Mass communication deals with the member who participate as many as uncountable
and they fall in heterogeneous with various characteristics (Sompong, 1999).
- This type of communication is used for social development, it can communicate
with a lot of persons and can overcome the area barrier.
- This communication type normally can not see the sources.
- The examples of mass media are radio, television and newspaper.
Mass communication refers to the process by which a complex organization with the
aid of one or more machines procedures and transmits public message that are directed at large,
heterogeneous and scattered audience (Dominick, 1998).
10
The study of mass communication is located within a much larger field of inquiry
concerned with human communication, which is sometimes identified as “communication science”.
There are alternative ways of dividing up this larger whole, but one way is according to the level of
social organization at which communication takes place. From this perspective, mass communication
can be views as at the apex of pyramidal distribution (See figure 1).
Level of Communication process:
- Society-wide (e.g. mass communication)
- Institution/ organization (e.g. political system or business firm)
- Inter-group or association (e.g. local community)
- Intra-group (e.g. family)
- Interpersonal (e.g. dyad ,couple)
- Intrapersonal; (e.g. processing information)
Few cases
Many cases
Figure 1. Communication process in society
Source: Roger, 1996
Each level of communication entails a particular set of problems and priorities and
has its own body of evidence and theory. Mass communication is only one of the processes of
communication operating at the society wide level. Other processes approaching the same status in
terms of ubiquity and scope are those of government, education and religion. Each has its own
institutional network, at times linking large numbers together in the transmission or exchange of
information and ideas. Nevertheless, mass communication probably now involves more people for
more of the time than any other society wide process.
11
Because it is so comprehensive, mass communication can involve a considering of
any of the “lower level” processes named in Figure 1. Individuals receive and handle much
information directly from mass media. A good deal of conversation between people is now about the
media or their contents. Social relationships, group and other institutions are frequently portrayed in
media and are responded to, or learned about, as much in their media representation as indirect
experience. The production and distribution of media is carried out by work organizations with their
own communication channels. Many other organizations (e.g. business firms, political parties) use
mass media for their ends. It is difficult to see how most other society - wide process of
communication could actually take place without mass media.
Concept of Media Exposure
Information is one of important factors used in decision-making in many activities of
people. The demand for information increases when the individual wants details in making decisions
or is not sure of something. They will not receive all the information that comes through then but will
choose only some parts that they think are beneficial towards them. The force or drive that help
individual receives the chosen media results from basic qualities of the receivers in 2 different aspects
Emmert and Donaghy (1940 ):
1 ) Mental Components such as choosing information, choosing knowledge
according to views and own experience.
2 ) Social and Environment Components such as family, culture, tradition,
characteristics of populations like age, sex, place of birth, level of education up until social status.
McCombs and Becker ( 1979 ) indicated that there were four categories of how
individuals receive information in order to satisfy their needs as follows:
12
1 ) Surveillance is following the movement and noticing events from the media in
order to be update and knowing what is important.
2 ) Decision concerns daily living. Receiving information makes the individual able
to set their views towards the situation surrounding them.
3 ) Discussion is when receiving information from the mass media helps individuals
know about the information and the ability to bring the information into conversation with others.
4 ) Participation is to be aware and participate in daily events that occur in society
and things surrounding us.
Information used for development is either from mass media or personal media.
Individuals receiving more information have broader views, more know ledge, better understanding
of the environment. They are more up-to-date than those receiving less information.
Rogers and Lynne (1969 ) indicated that there were 5 types of mass media:
newspapers, movies, radio, magazines and television. The index used in measuring the mass media
consisted of the numbers of radio programs that have been listened to each week, newspapers that
have been read each week, and movies seen each year.
In receiving information from the mass media, the audience may receive information
through selective process consisting of different stages ( Klapper, 1960 )
1 ) Selective Exposure: Individuals will choose media and information from many
sources depending on their interests and needs in order to solve problems and information to satisfy
their own needs.
13
2 ) Selective Attention: Besides receiving information, individuals tend to put their
interests towards the information that relates to their own attitudes and beliefs, while sometimes
trying to avoid information that goes against their attitudes and beliefs. This is because when the
information goes against their feelings. They feel unsatisfied and confused.
3 ) Selective Perception and Selective Interpretation: When individuals receive
information from whatever source, they might choose to perceive and choose to interpret what was
received according to their experiences. They will interpret the information in which they understand
or according ton their attitudes, experiences, beliefs, needs and their own motives.
4 ) Selective Retention: After the audience choose their interests, choose to be
aware of and interpret information that goes along with their attitudes and beliefs, they still choose to
remember the information needed to store as experience while at the same time, they tend to forget
information that does not go along with their interests.
In receiving media, Lazarfeld and Menzel (1968 ) explained that information that
reach the audience interests tend to create more efficiency towards communication. Friedson, Riley,
and Fowerman (cited in Putthiri, 1998) agreed that motives that need acceptance from members of the
society will help set the interests and receiving information from many types of media in order to
satisfy their own needs. These researchers agreed that the audiences would choose to receive
information from whatever media according to their roles and social status and the reason for
receiving information is to bring the topic into conversation, which helps the audience feel like they
are a part of the society.
There are other factors that have been set to create differences in choosing
information. Defluer ( 1960 ) suggested a theory about the intervening variables that have influence
over mass communication system between sender and receiver. There are also some factors
concerning each audience, such as psychology and society up until the influences of individuals or
14
groups of people, which they have influences in receiving information, causing different outcomes or
not meeting the intentions of the sender.
Diffusion of Innovations Theory
A theory directed at a somewhat different aspect of media influence is the diffusion
of innovations theory ( Rogers, 1983 ) This theory emphasizes on the way communications,
particularly, mass communications, influence people to adopt something new or different.
Diffusion refers to the passage of new information, the innovation, or the new
process through society. The innovation may be of any type- for example, computers, behavioral
objectives in teaching, experiential learning or multimedia instruction. Adoption refers to people’s
positive reactions to and use of the innovation. In the process of adoption, signifies three general
stages as:
1. The information acquisition stage- the person acquires and understands the
information about the innovation.
2. The information evaluation stage- the person evaluates the information about the
innovation.
3. At the adoption or rejection stage – the person adopts or rejects the innovation.
Rogers ( 1983 ) stated that awareness and knowledge of an innovation can be made
most efficiently through mass media. It will be interesting in twenty years or so, to ascertain if mass
media will still be considered the most efficient means to create product awareness and knowledge.
15
The knowledge stage of the innovation-decision process is of great value to
advertisers because at this vulnerable stage of the innovation-decision process, advertisers are able to
create an impressionable impact on their target audience. Advertisers should focus their efforts on
creating awareness and knowledge when promoting a new product or innovation.
For the most part, the world of advertising is concerned with the diffusion of
innovation process in terms of how such research studies can facilitate product adoption and
therefore market segmentation.
The Innovation- Decision Process
Roger (1983 ) conceptualized five main steps of innovation-decision process as
following: 1 ) Knowledge, 2 ) Persuasion, 3 ) Decision, 4 ) Implementation, and 5 ) Confirmation.
1 ) Knowledge occurs when an individual ( or other decision-making unit ) is
exposed to the innovation’s experience and gains some understanding of how it functions.
2 ) Persuasion occurs when an individual ( or other decision-making unit ) forms a
favorable or unfavorable attitude towards the innovation.
3 ) Decision occurs when an individual ( or other decision-making unit )
engages in activities that lead to a choice to adopt or reject the innovation
4 ) Implementation occurs when an individual ( or other decision-making unit ) puts
an innovation into use. Re- invention is especially likely to occur at the implementation stage.
5 ) Confirmation occurs when an individual ( or other decision-making unit ) seeks
reinforcement of an innovation decision that has already been made, but he or she may reverse this
previous decision if exposed to conflicting messages about the innovation.
16
Advertising Process and Principles
Defining Advertising
American Marketing Association: AMA defined “Advertising is any paid from of
non-personal presentation and promotion of ideas, goods or services by an identified sponsor ”
Type of Advertising
Advertising is complex because so many diverse advertisings try to reach so many
different types audiences ( Wells, William and Other, 1992 ).
1. Brand Advertising: The most visible type of advertising is national consumer
advertising. Another name for this is brand advertising, which focuses on the development of a longterm brand identity and image. It tries to develop a distinctive brand image for a product.
2. Retail Advertising: It is local and focuses on the store where a variety of products can
be purchased or where a service is offered the message announces products that are available locally,
stimulates store traffic, and tries to create a distinctive image for the store. Retail advertising
emphasizes price, availability, location, hours of operation.
3. Political Advertising: It is used by politicians to persuade people to vote for them and
therefore is an important part of the political process in the United States and other democratic
countries that permit candidate advertising. Although it is an important source of communication for
voters, some critics are concerned that political advertising tends to focus more on image than on
issues.
17
4. Directory Advertising: It is used for finding out how to buy a product or service. The best
known form of directory advertising is the Yellow pages and though there are many different
kinds of directories that perform the same function.
5. Direct- Response Advertising: Direct-response advertising can use any advertising
medium, including direct mail, but the message is different from that of national and retail advertising
in that it tried to stimulate a sale directly. The consumer can respond by telephone or mail, and the
product is delivered directly to consumer by mail or some other carrier.
6 Business-to Business Advertising: It includes messages directed at retailers, wholesalers
and distributors as well as industrial purchasers and professionals, for example, lawyers and
physician. Business advertising tends to be concentrated in business publications or professional
journals.
7. Corporate Advertising: Traditionally, Institutional advertising has been viewed as a
promotional technique intended to improve or maintain a corporate image, apart from selling the
benefits of any single product. Whereas institutional advertising remains a long-term image-building
technique, in recent years, it has taken on a decided sales orientation in terms of audience reached and
intent of communication.
Like other advertising, corporate advertising reaches an identified target audience
with a special objective. Among the groups most often targeted for corporate advertising are ultimate
customers, stakeholders, the financial community, government leaders and employees. Normally,
corporate advertising’s objectives are reviewed as mentioned follow ( Russell & Lane, 1996 ):
-To establish a public identity
-To overcome negative attitude toward a company
-To explain a company’s diverse mission
18
-To boost corporate identity and image
-To overcome a negative industry wide image
-To persuade target audience for later sales
-To promote and relate a company to some worthwhile project
8. Public Service Advertising: Public service advertising communicates a message on behalf
of some good cause, such as a drug-free America or preventing child abuse. These advertisements are
created for free by advertising professionals and the media donates the space and time.
Role of Advertising
Advertising can also be explained in terms of the roles it plays in business and
society. Four roles have been identified for advertising. ( Wells, William and Other, 1992 ).
1.
2.
3.
4.
Marketing role
Communication role
Economic role
Societal role
1. The Marketing Role
Marketing is the strategic process a business uses to satisfy consumer needs and
wants through goods and services. The particular consumers at whom the company directs its
marketing effort constitute the target market. Also, marketing includes a mechanism for
communicating this information to the consumer, which is called marketing communication or
promotion. These four tools are collectively referred broken down into four related communication
techniques: advertising, sales promotion, public relations, and personal selling. Thus, advertising is
19
only one element in a company’s overall marketing communication program, although it is the most
visible.
2. The Communication Role
Advertising is a form of mass communication. It transmits different types market
information to match buyers and sellers in the marketplace. Advertising both informs and transforms
the product by creating and image that goes beyond straightforward facts.
3. The Economic Role
Advertising is a persuasive communication tool used by marketer to distract
consumers’ attention from the price of the product and also being as a source of information that
increase consumers, price sensitivity and stimulates competition.
4. The Societal Role
Advertising also has a number of social roles. It informs about new products and
teaches customers how to use them. It reinforces customers to compare products and features and
make informed customer decisions.
Advertising has repeatedly crossed the line between reflecting social values and
creating social values and has evolved into an instrument of social control. It also tends to flourish in
societies that enjoy some level of economic abundance, that is, in which supply exceeds demand. It is
at this point that advertising moves from being a simple information service to being a message
designated to create a demand for a particular brand.
20
Advertising Communication System
Figure 2 shows one simple model of the advertising communication system.
Advertising communication always involves a perception process and four of the elements are shown
in the model: source, message, channel and receiver. In addition, the receiver will sometimes
become a source of information by talking to friends or associates. This type of communication is
termed word-of-mouth communication, and it involves social interaction between two or more
people and the important ideas of group influence and the diffusion of information.
Perception
Process
Source
(Advertiser)
Message
Channel
( Media )
Receiver
(Audience)
Destination
Channel
( Word-of-mouth )
Figure 2. Model of the advertising communication system
Source: Batra, Rajeev, John G. Myers and David A. AAKer, 1996.
Source
The source of message in the advertising communication system is the point of
which the message originates. There are many types of “sources” in the context of advertising, such
as, the company offering the product, the particular brand or the spokesperson sued. A model on
source factors to show the various dimensions of source effects, such as, credibility and
21
attractiveness. They are obvious importance in deciding how best, and through whom, to
communicate the advertising message.
Message
The message refers to both the content and execution of the advertisement. It is the
totality of what is perceived by the receiver of the message. The message can be executed in a great
variety of ways and can include, for example, the use of humor and fear.
Channel
The message is transmitted through some channel from the source to the receiver.
The channel in an advertising communication system consists of one or more kinds of media, such as
radio, television, newspapers, magazines, billboards, point-of-purchase displays and so forth. The
impact of the communication can be different for different media. Worth-of-mouth communication as
mentioned above, represent another channel that is special interest because it can sometimes play a
key role in an advertising campaign. There is only so much information that can be moved through it
and only so much that a receiver will be motivated to receive and capable of processing. For example,
there is a physical limit to the number of advertisements that can be show on prime time. Shortages of
available advertising time can be a real problem.
Receiver
The receiver in an advertising communication system is also called the target
audience. Therefore, the receiver can be descried in terms of audience segmentation variables,
lifestyle, benefits, sought, demographics and so on. Of particular interest might be the receiver’s
involvement in the product and the extent to which he or she is willing to search for and/or process
information. It is the characteristics of the receiver the demographic, psychological, and social
characteristics-that provide the basis for understanding communication, persuasion and market
processes.
22
Destination
The communication model in Figure.1, allows for the possibility that the initial
receiver might engage in word-of-mouth communication to the ultimate destination of the
message. The, the receiver becomes an interim source and the destination becomes another
receiver. Word-of-mouth communication resulting from advertising can be a critical part of a
campaign. It has the comprehensiveness, credibility and impact to affect the ultimate behavior of a
portion of the audience. In addition, advertising can actually stimulate word-of-mouth activity.
Even when it cannot stimulate it, knowledge of its appropriateness and power can be very helpful.
An advertising message can have a variety of effects upon the receiver. It can:
- Create awareness;
- Communicate information about attributes and benefits;
- Develop or change an image or personality;
- Associate a brand with feeling and emotions; or
- Precipitate behavior.
Definition of Corporate Advertising
Corporate advertising or institutional advertising is the one of advertising strategies.
A distinction was made between conventional product and brand -oriented strategy. It does not focus
on a particular product or brand, but on facilitating corporate goodwill, enhancing its image, and
advocating matters of economic or social significance to a corporation. This form of advertising is
prevalent. Consistent spending on corporate advertising can serve to boost a corporation’s equity,
much in the same fashion that product-oriented advertising is an investment in the brand equity bank.
23
Corporate advertising can be divided into two types as following:
1.
Corporate Image Advertising
2.
Corporate Issue or Advocacy Advertising
Corporate Image Advertising
It attempts to increase a firm’s name recognition, establish goodwill for the company
and its products, or identify itself with some meaningful and socially acceptable activity.
Corporate image advertising is directed at more than merely trying to make
consumers feel good about a company. Companies are increasingly using the image of their firms to
enhance sales and financial performance.
Corporate Issue or Advocacy Advertising
Issue advertising is a topic of considerable controversy. When using issue
advertising, a company takes a position on a controversial social issue of public importance with the
intention of swaying public opinion.
Business executives are divided on whether this form of advertising represents an
effective allocation of corporate resources. Critics question the legitimacy of issue advertising and
challenge its status as a tax-deductible expenditure.
Objective
The mainly purpose of the corporate advertising is to works over the long run to
build the company’s image and increase consumer awareness with some socially acceptable activity.
24
Principles
In contributing the corporate advertising, we need to consider for essential principles
as follow:
1. Reach
A good corporate advertising should make the understanding and acceptance in audiences
mostly. The audiences are aimed to realize who what where when how and also participate in socially
acceptable activities which contribute in it.
2. Frequency
Most important thing for launching the advertisements into any media is the number of time
that ads are sent to the audiences. Therefore, if ads can be launched always and in the proper time,
causing the achievement to such ads well.
3. Impact
In corporate advertising, it should convey its attractive message and /or content in the good
way which can encourage and create the people awareness to the matter of social significance in a
corporation. In this principle, the message in ads have to emphasizing on Individual behavior change
(Knowledge/ Attitude/Practice/ Skills) and Societal Change.
4. Continuity
Because of corporate advertising purposes to motivate the target group to participate in a
social corporation, so, it should express ads, emphasizing and taking the responsibility on such
concept forever.
25
Related Research
There are some research projects relating to the corporate advertising application,
which are references for this study. Related research projects are described as follows:
Prateepasen ( 1992 ) studied the relation between exposure of public service
advertising and consumer behavior. The results are as follows:
1.
There was positive correlation between the exposure of public service
advertising and recall and recognition.
2.
There was no correlation between the exposure of public service advertising
and consumer’s image on organizations and products or services of those organizations.
3.
There was no correlation between the exposure of public service advertising
and consumer behavior.
4.
There was no correlation between consumer’s recall and recognition and
consumer behavior.
Phongchatechavan (1990 ) studied the attitude of advertising men toward the role of
advertising in social development. The results indicated that advertising men believe that advertising
can affect the society at psychological and behavioral aspect of its people. The role of advertising in
the past is different from today due to higher technology, more interest from private sectors, higher
potential of advertising men and people’s better attitude of advertising. Most of advertising men think
that the direct social development advertising can create awareness and behavior among people in the
area of social development. They also believed that sometimes commercial advertising could also be
considered indirect social development advertising. Government’s control and advertising men’s
social responsibility will increase the quality of advertising. The improved product or social
development advertising will be possible if there is support both government and private sectors.
26
Lupkitaro studied a study of students’ opinion in public service advertisements.
Results showed that most students liked almost all advertisements shown to them, especially those
that covered environmental issues. Most of them were interested in production techniques, realistic
mood, understandability of the story, concrete and practical guidance of the advertisements,
respectively. Nevertheless, students with satisfaction and understanding were not assured of
practical usage in their everyday lives since public service advertisements were not persuasive
enough to change their previous habits.
All the related researches mentioned above, shoed the important roles of advertising
and its influences on people in society. Therefore, it is the researcher’s interest to conduct a study in
order to broaden information concerning the utilization of advertising as a tool or strategy for
developing a country.
27
CHAPTER 3
RESEARCH METHODOLOGY
Research Design and Methods
This research study was a Qualitative research with structured observation check
list was performed as main research instrument to conduct this independent study. The data were
gathered and put into each parts of the observation check list as follows:
- Name of newspaper
- Name of product
- Type of product
- Corporate advertising concepts of product
- Type of corporate advertising concept
Population
The populations of this research were the contributing frequency of Thai newspaper
corporate advertisings of eight product’s types in five Thai daily newspapers throughout April 1-30,
2005. The number of the population is 107 times.
Research Instrument
1. Newspapers
In this research, five Thai newspapers; ‘Thai-Rath’, ‘Dailynews’, ‘Matichon’,
‘Kaosod’ and ‘Komchadluek’ are the most significant research instrument. Throughout the month of
28
April 2005, they will be investigated in order to find out the contribution of newspaper corporate
advertising.
2. The Observation Check List
It was designed to use as a research instrument for gathering data from five Thai
newspapers: ‘Thai-Rath’, ‘Dailynews’, ‘Matichon’, ‘Kaosod’ and ‘Komchadluek’ in only month
of April 2005. The Observation Check List was put in the appendix of this independent study. There
were five parts which the data about newspaper corporate advertising application must be put for
analysis as follows:
1.
Name of newspaper
Thai daily newspaper’s name which found the contributing of corporate advertising
inside.
2.
Name of product
The name/ brand name of product that contributed its newspaper corporate
advertising in Thai daily newspapers
3.
Type of product
Types of products were categorized into:
- Alcohol beverage
- Energy drinking
- Soft drink
- Food
- Communication tool
- Electric device (appliance)
- Vehicle
29
4.
Type of corporate advertising concept
Types of corporate advertisings concepts were categorized into three groups as:
1.
2.
3.
Social
- Traffic Accident Prevention
- Alcohol Consumption Control
- Law Enforcement on Alcoholic Beverage Selling
- People Behavioral Development
Economic
- Conserving Energy
- Conserving Money
General
- Education
- Culture
- Environment
- Family
5.
Concept of the contributed corporate advertising
Details or messages which were transferred to public that helps in facilitating mass
communication and more usefulness for the society.
Data collection
Observation Check List was employed as research instrument to collect data from
the population, which was the corporate advertisings application in five Thai daily newspapers
throughout April 1- 30, 2005. The gathered data from the Observation Check List were analyzed
into the Table of Research Results in the Corporate Advertising Application in Five Thai Daily
Newspapers throughout April 1-30, 2005 into 4 parts as follows:
30
Part
1:
Contributing frequency of newspaper corporate advertising
concepts in each types products
Part
2:
Contributing frequency of each type newspaper corporate
advertising concepts
Part
3:
Corporate advertising concepts which support to Government’s
campaigns
- 10 Dangerous Days.. Don’t Drink Drive
- Songkran Day.. The Value of Thai Ancient Culture
Part
4:
The number of products and their newspaper corporate advertising
concepts that supporting to Government’s campaigns
Data Analysis
Descriptive statistics such as frequency and percentage were exactly used in the
analysis of data to answers the research questions.
31
CHAPTER 4
STUDY AND RESULTS
This chapter discussed the data analysis which all details were presented in the
Table of Research Results in The Corporate Advertising Application in Five Thai Daily Newspapers
throughout April 1-30, 2005” ( appendix B) by dividing into four parts as follows:
Part
1:
Part
2:
Part
3:
Part
4:
Contributing frequency of newspaper corporate advertising
concepts in each types products
Contributing frequency of each type newspaper corporate
advertising concepts
Corporate advertising concepts which support to Government’s
campaigns
- 10 Dangerous Days.. Don’t Drink Drive
- Songkran Day.. The Value of Thai Ancient Culture
The number of products and their newspaper corporate advertising
concepts that supporting to Government’s campaigns
From the Table of Research Results in The Corporate Advertising Application in
Five Thai Daily Newspapers throughout April 1-30, 2005. ( as shown in appendix B )
Part 1 (as shown in Table 1) illustrates the contributing frequency of newspaper
corporate advertising concepts of 8 type products. It was found that Alcohol Beverage was the first
highest of contributing frequency of newspaper corporate advertising concepts as 53 times.(49.54 %).
32
The second highest was the product in the item of Others which consisted of the
products as petrol, cosmetic, wrist-watch and insurance company as 20 times ( 18. 69%). Besides, the
third highest was the product of Communication Tool as 18 times (16.82%). The forth highest was
the product of Vehicle as 8 times (7.47%). And for the fifth highest was the product in item
Electronic Device (appliance) as 6 times (5.60%). This was followed by the type product of ‘Food’
and Energy drinking as 1 time (0.93%) respectively.
Nevertheless, ‘Soft drink’ was only one product which not be found its contributing
newspapers corporate advertising on April 1-30, 2005 in five Thai Daily newspapers. ( 0% ).
As results, it can be concluded that among 8 group type products, Alcohol
Beverage had the contributing frequency of Thai newspaper corporate advertisings concepts in five
Thai daily newspapers during April 1-30, 2005 in the most.
Table 1:
no.
1
2
3
4
5
6
7
8
Contributing frequency of newspaper corporate advertising concepts in each
types products
Type of Product
Alcoholic Beverage
Energy Drinking
Soft Drink
Food
Communication Tool
Electronic Device
Vehicle
Others ( petrol / cosmetic / wrist-watch / insurance )
Total
Frequency
Percent
(times/month)
(%)
53
1
0
1
18
6
8
20
107
49.54%
0.93%
0%
0.93%
16.82%
5.60%
7.48%
18.70%
100.00%
33
Part 2 ( as shown in Table 2 ), it was shown the details of contributing frequency of
each type newspaper corporate advertising concepts which were typed into 10 concepts as: 1) Traffic
Accident Prevention, 2) Alcohol Consumption Control, 3) Law Enforcement on Alcoholic Beverage
Selling, 4) People Behavioral Development, 5) Conserving Energy, 6) Conserving Money, 7)
Education, 8) Culture, 9) Environment, and 10) Family which were represented by the abbreviation
A – J respectively.
According to the results, it demonstrated that throughout April 1-30, 2005 in five
Thai daily newspapers, a type of corporate advertising concept in type C as Law Enforcement on
Alcoholic Beverage Selling was highest contributing frequency as 36 times (25.17% ). Especially, it
shown the alcohol beverage products were contributed in these type of corporate advertising
concept in the greatest number.
Then, the second was the education concept as 20 times (13.98%). The third was the
type of concept of People Behavioral Development as 17 times (11.88%), the fourth was the type of
Alcohol Consumption Control as 15 times (10.49%), the fifth was the type of Traffic Accidental
Prevention as 13 times (9.10%), the sixth was the type of Culture as 12 times (8.39%), the
seventh was the concept in type of Other ( Family) as 11 times ( 7.69% ), the eighth was the type of
Environment concept as 7 times ( 4.90%) and the minimum number of contributing frequency of
newspaper corporate advertising was the type of Conserving Energy and Conserving Money as 6
times ( 4.20% ) accordingly.
From mentioned, a main reason that almost the Alcoholic Beverage products
contributed their newspaper corporate advertising under the concept of Law Enforcement on
Alcoholic Beverage Selling was that April as the month of Songkran Day, Thai New Year, which
contained a long holiday. Many people celebrated for this festival by drinking alcohol that be risk to
the accidents occurred. In order to control and build up a new value of no drinking among young
people, the government, so, enacted the law enforcement of on campaigning for no selling of alcohol
34
beverage to children under 18 years old to reduce the number of new drinkers, particularly, among
teenagers.
Based on the concept of law enforcement as mentioned above, the researcher
obviously perceived any private companies (especially alcohol industries) cooperated and took part in
declaring this government campaign by contributing their newspaper corporate advertisings during
the month of April 2005 effectively.
Table 2: Contributing frequency of each type newspaper corporate advertising concepts
Type of Corporate Advertising Concept
Frequency
(%)
(times/month)
A
B
C
D
E
F
G
H
I
J
Traffic Accident Prevention
Alcohol Consumption Control
Law Enforcement on Alcoholic Beverage Selling
People Behavioral Development
Conserving Energy
Conserving Money
Education
Culture
Environment
Other ( Family )
Total
13
15
36
17
6
6
20
12
7
11
143
9.10
10.49
25.17
11.88
4.20
4.20
13.98
8.39
4.90
7.69
100.00%
35
In Part 3, shown the corporate advertising concepts which support to Government’s
campaigns as;
- 10 Dangerous Days and Don’t Drink Drive
- Songkran Day.. The Value of Thai Ancient Culture
The data analysis was found that throughout April 1-30, 2005, in all types of 34
products, there were 25 newspaper corporate advertising concepts were contributed to five Thai daily
newspapers.
Nevertheless, among of them, there were 14 newspaper corporate advertising
concepts as 56% supporting to Government’s campaigns; 1) 10 Dangerous Days, Don’t Drink Drive,
and 2) Songkran Day ...The Value of Thai Ancient Culture as following;
1.
2.
3.
Driving when drunk is danger and illegal
Don’t Drink Drive.. Non alcohol is better. Lack of conscious causes
accident happened.!
Always turn on light. Use a motorcycle helmets and be careful!.
DON’T DRINK DRIVE!
4.
5.
6.
7.
8.
9.
Don't Drink Drive for safety on road and get politely celebrate in
Songkran festival can reduce accidents occurred
Drinking alcohol reduces your driving capacity.
Drinking alcohol is a health risk factor and deteriorates intelligence
Drinking alcohol affects to the illnesses of liver and sex.
Alcohol makes you loose your consciousness and lead you to infringe a five
Buddha Commandments
A Thais beautiful life derives from a Thai's beautiful intelligence; a
concept of the alternative drinks project which gives a support to the
interested graduate students submit their great no alcohol project works to
the contest in Nona festival.
36
10.
11.
12.
13.
14.
Selling alcohol beverage for children under 18 years old is illegal
Happy for all Thais in Songkran festival. Let's meet and visit your warm
family.
Pure.. expects all thais think of and make the sustentation to Songkran
Day, a valuable Thai culture
Be warm and happy for all Thai families in Songkran day, a valuable Thai
New Year
Harmonizing a good and wam relationship in your family in Songkran
day, our valuable Thai New Year
In addition, there were some newspaper corporate advertisings which related to more
than one type of corporate advertising concept including;
1. Nokia: had the concept : Small group but Big idea: a good opportunity for the
graduate student to create their powerful project works. The winner will be selected to gain a great
experience in office work, which can be related to both type of newspaper corporate advertising
concepts as Education and People Behavioral Development.
2. Honda: had the concept : Gasohol.. your new choice to make you safe money and
non environment problems, which can be related to the type of newspaper corporate advertising
concept as Conserving Energy, Conserving Money and Environment.
3. Sasina Beauty : had the concept : A Thais Beautiful Life derives from A Thais
Beautiful Intelligence – The Alternative Drinks Project that give support support to the interested
graduate students submit their attractive No Alcohol Project Works to the contest in NoNa Festival ,
which can be related to the type of newspaper corporate advertising concept as Alcohol Consumption
Control and People Behavioral Development.
37
4. Bang- Chark: had the concept: Conserving Energy and Clean Environment By
Using a Gasohol, which can be related to the type of newspaper corporate advertising concept as
Conserving Energy, Conserving Money and Environment.
5. Rexona: had the concept: Unite All to Make a Good Thing in Educational
Development at Rural Area, which can be related to the type of newspaper corporate advertising
concept as Education and People Behavioral Development.
6. Thai Smuth Insurance: had the concept of Not be Cultivated.. Not be Grow
(Not be Educated.. Not Know Anything ), which can be related to the type of newspaper corporate
advertising concept as Education and People Behavioral Development.
To Part 4, (as shown in Table 3) it stated the number of products and their newspaper
corporate advertising concepts that supporting to Government’s campaigns.
In this part, the data analysis was illustrated in Table 3 which identified that
among 34 products, there were 21 products ( 61.76% ) in 3 group types as alcoholic beverage, vehicle
and others (cosmetic and wrist-watch) including; 1) Ben More, 2) Golden Night, 3) Tiger Beer, 4)
Master Blend, 5) Spy, 6) Crown 99, 7) Blue Ice Beer, 8) Mae Khong, 9) Red Horse, 10)
Leo, 11) Clan Macgregor, 12) Red Sun, 13) San Miguel, 14) Malibu, 15) 100 Pipers, 16) Cavalier's
trooper, 17) Suzuki, 18) Siam Kubota, 19) Sasina Beauty, 20) Louis Morais, and 21) Siam Swiss
contributed their newspaper corporate advertising concepts supporting to the Government’s campaign
of 10 Dangerous Day and Don’t Drink Drive. ( Campaign 1 ).
Also, it found that there were 4 products (11.76%) in 4 group types as
communication tool, electric device (appliance), vehicle and petrol including 1) Nokia, 2) Sony, 3)
Siam Kubota, and 4) Pure contributed their newspaper corporate advertising concepts supporting to
the Government’s campaign of Songkran Day...The Value of Thai Ancient Culture. (Campaign 2)
38
Furthermore, in term of the numbers (time/month) of all corporate advertising’s
contribution , among 107 times (population), those 21 products as mentioned contributed their own
corporate advertising in five Thai daily newspapers which supporting to government’s campaigns 10
Dangerous Days and Don’t Drink Drive as 64 times in one month ( April 2005). It was 59.81 %
Meanwhile, among 107 times (population) of all contributing frequency newspaper
corporate advertising, those 4 products as mentioned contributed their own corporate advertising in
five Thai daily newspapers which supporting to government’s campaigns of Songkran Day...The
Value of Thai Ancient Culture as 12 times in one month ( April 2005). It was 11.21 %
From the results as mentioned, it can be criticized that the application of newspaper
corporate advertising under the government’s campaigns; 10 Dangerous Days and Don’t Drink Drive,
the alcoholic beverage was mostly a main product type which was related to the newspapers corporate
advertising in this concept, because, during April in 9-18, 2005 was 10 days; the period of long
holiday in Songkran Festival. Most of Thai people normally took the journey to up-country, enjoyed
to drinking and driving even they got drunk that was a high risk to accidents on road occurred.
Hence, in order to make a prevention, to reinforce people awareness for on such
social problem and also to coordinate for supporting Thai government campaign as 10 Dangerous
Days and Don’t Drink Drive, almost alcoholic beverage companies contributed their corporate
advertising in side of Drinking Caution and Decreasing Accident to public perceiving. From this
point, it can be analyzed that the newspaper corporate advertising was able to be the essential tool to
raise people’s awareness in current social issues and implement more a good image for the alcoholic
beverage industries on the company’s social responsibility very well.
On the one hand, the application of newspaper corporate advertising under the
campaign ; Songkran Day ..The Value of Thai Ancient Tradition of 4 products and/ or companies, as
detailed in below table, served Thai government’s campaign in term of supplementing people
39
realization to remind and be proud on Thai valuable culture and tradition. In essence, it can boost
corporate identity, company image that affecting to positive attitude toward a company in target
audience’s views in further.
40
Table 3: The number of products and their newspaper corporate advertising concepts that
supporting to Government’s campaigns
( see in attached Excel file)
41
CHAPTER 5
CONCLUSION
According to the the research objectives in this topic “The Corporate Advertising
Application in Thai Daily Newspaper; case study: Thai Rath, Dailynews, Matichon, Kaosod and
Komchadluek” were; 1) the corporate advertising application of any Thai companies in Thai daily
newspapers to make a good awareness in the social corporation. 2) the corporate advertising concept
which supporting to government’s campaigns that concerning on the social issues on April 2005 as
the campaign of ; 10 Dangerous Days, Don’t Drink Drive and Songkran Day ...The Value of Thai
Ancient Culture ,and 3) the problem and suggestion on the corporate advertising application in Thai
daily newspaper
According to the data analysis, the researcher found that during the long Songkarn
Festival Holiday in April 2005, both of important Government campaigns as 10 Dangerous Days,
Don’t Drink Drive and Songkran Day...The Value of Thai Ancient Culture were contributed as
newspapers corporate advertising into various products for making people awareness on social issues
effectively.
Furthermore, contributing the newspaper corporate advertising which supported to
Government’s campaigns (10 Dangerous Days, Don’t Drink Drive) during April 1-30, 2005, was able
to enhance and increase awareness among Thai people in reducing consumption of alcohol beverage.
Because, after the campaigns on traffic accident prevention and alcohol consumption control were
contributed as newspapers corporate advertising, casualty, toll during the long Songkran holidays
declined in 2005 from that in 2004 ( www.thaihealth.or.th ). Traffic accidents during Thai New Year
holidays also dropped despite the increase in number of cars.
42
During long holiday in Songkran festival in 2005, there were 5,652 traffic
accidents, a drop of 32 from the previous year. Deaths decreased from 628 to 467 and injures from
26,100 to 6,885. Nevertheless, it was still necessary to continued campaigning for the building up of
good responsibility on road.
Also, nourishing and raising awareness to all Thai in nowadays about a Thai
valuable culture as Songkran Day was a great idea. As we know, many western cultures intruded to
Thailand and gradually influenced on Thai people’s daily life. So, implementing Thai’s identity
Songkran Day, one of significant and valuable Thai’s cultures should be enhanced much more than
ever in our society in order to prevent the assimilation from the foreign cultures and to be sustaining
our value of Thai culture everlastingly.
In conclusion, the researcher found that on during of April, 2005, many companies in
Thailand utilized a development communication strategy by selecting the newspaper corporate
advertising to convey the messages and concepts which supporting to government’s campaigns to
target audiences or public perceiving successfully. Therefore, it could be acknowledged that the
newspaper corporate advertising is a new effective communication strategy in our society and can be
the significant tool in Development Communication’s work in various issues. In essence, it motivates
desire to work effectively and efficiently, to participate in social development as well.
43
Recommendations of the Study
This independent study focused mainly on the application of Thai newspaper
corporate advertising case study: Thai rat, Daily News, Matichon, Kaosod and Komchadluek in April
2005. According to the data analysis, the researcher found that newspaper corporate advertising is a
new effective communication strategy which was utilized to convey the social development details
and messages to public.
The study found that the channel or the medium as newspaper was often used by
people. It means that the government and other institutions should concern more on contributing the
useful of corporate advertising’s details.
Finally, the recommendation aims to broaden attitude toward newspaper corporate
advertising, which can be an effective and efficient tool in Development Communication’s criteria.
Also, it motivates desire to successfully work in social development.
44
Recommendations for Further Study
Further studies should include:
According to the study, it would be beneficial to study more on any type of product
which contributes the newspaper corporate advertising and also research more for any type of
corporate advertising.
Moreover, it would be useful to study the attitude toward the application of
newspaper corporate advertising among Development Communication’s students or related target
groups.
45
REFERENCES
Batra, R., J. G. Myers and D. A. AAKer. 1996. Advertising Management, 5th Edition, New York:
Prentice Hall, Inc.
Emmmert, P. and W. C. Donaghy. 1940. Human Communication Element and Contexts.
Massachausetts: Addison-Wesley Public Company.
Defleur , M. 1960. Theories of mass Communication, New York: David Mckay.
Dominick, J. R. 1998. The Dynamics of Mass Communication; 6th Edition, New York:
McGraw Hill Companies, Inc.
Klapper, J. T. 1960. The Effect of Mass Communication, New York: The Free Press.
Lazarfeld, P. F. and H. Menzel. 1968. Mass Media and Personal Influence. In Wilbur Schramm (ed. )
The Science of human Communication. New York: Basic books.
Lupkitaro, N. 1993. A Study of Student’s Opinion in Public Service Advertisements,
Thesis of Master Degree, Chulalongkorn University.
McCombs, M. E. and L. B. Becker. 1979. Using Mass Communicaton Theory.
Englewood Cliffs: J.J. Princtice Hall.
Phongchatehavan, V. 1990. The Attitude of Advertising Men toward The Role of
Advertising in Social Development, Thesis of Master Degree, Chulalongkorn
University.
46
Rogers, E. M. and S. Lynne. 1969. Modernization Among Peasants: The Impact of Communication.
New York: Holt Richart and Winton
Rogers, E. M. 1983. Diffusion of Innovations, 3rd Edition. New York: Free Press.
Russell, J. Thomas and W. Ronald Lane.1996. Kleppner’s Advertising Procedure, 13th Edition.
New York: Prentice, Inc.
Sompong, N. 1999. Fundamental of development Communication, Instructional Paper,
Kasetsart University
Wells, W, J. Burnett and S. Moriarty. 1992. Advertising Principles and Practice,
2nd Edition. New York: Prentice Hall, Inc.
47
APPENDIX
48
Appendix A
49
Types of Thai Newspaper Corporate Advertising and their Concepts
Social
(A) Traffic Accident Prevention
1.
2.
3.
Driving when drunk is danger and illegal
Don’t Drink Drive.. Non alcohol is better. Lack of conscious causes
accident happened.!
Always turn on light. Use a motorcycle helmets and be careful!.
DON'T DRIVE DRUNK !
4.
Don't Drink Drive for safety on road and get politely celebrate in
Songkran festival can reduce accidents occurred
(B)
Alcohol consumption control
1.
2.
3.
4.
Drinking alcohol reduces your driving capacity.
Drinking alcohol is a health risk factor and deteriorates intelligence
Drinking alcohol affects to the illnesses of liver and sex.
Alcohol makes you loose your consciousness and lead you to infringe a
five Buddha Commandments
A Thais beautiful life derives from a Thai's beautiful intelligence; a
concept of the alternative drinks project which gives a support to the
interested graduate students submit their great no alcohol project works to
the contest in Nona festival.
5.
(C)
1.
Law enforcement on alcoholic beverage selling
Selling alcohol beverage for children under 18 years old is illegal
50
(D)
1.
2.
3.
4.
People behavioral development
Not be cultivated, Not be grow (not be educated, not know anything)
Unite all for one to make a good thing in educational development at
rural area.
Small group but Big idea: a good opportunity for the graduate student to
create their powerful project works. The winner will be selected to gain
a great experience in office work.
A Thais beautiful life derives from a Thai's beautiful intelligence; a
concept of the alternative drinks project which gives a support to the
interested graduate students submit their great no alcohol project works to
the contest in Nona festival.
Economic
(E) Conserving Energy and (F) Conserving money
1.
Conserving energy and clean environment by using a Gasohol
2.
Gasohol your new choice to make you safe money and non environment
problem
General
(G) Education
1.
Give an education to poor children
2.
Not be cultivated, Not be growth (not be educated, not know anything)
3.
Give an education to southern part children who full of tears from
Tsunami
4.
Red Bull Blackboard Project - implementing the education to rural children
5.
Small group but Big idea: a good opportunity for the graduate student
to create their powerful project works. The winner will be selected to gain
a great experience in office work.
51
6.
7.
(H)
1.
2.
3.
4.
(I)
1.
2.
3.
(J)
1.
2.
3.
4.
Unite all for one to make a good thing in educational development at
rural area.
Take a Free at Bar BQ. Plaza for the good grade point students
Culture
Happy for all Thais in Songkran festival. Let's meet and visit your warm
family.
Pure.. expects all Thais think of and make the sustentation to Songkran
Day, a valuable Thai culture
Be warm and happy for all Thai families in Songkran day, a valuable Thai
new year
Harmonizing a good and wam relationship in your family in Songkran
day, our valuable Thai New Year
Environment
Conserving energy and clean environment by using a Gasohol
Gasohol your new choice to make you safe money and non environment
problem
We make a comfort and a clean environment to be your best friend
Family
Happy for all Thais in Songkran festival. Let's meet and visit your warm
family.
Be warm and happy for all Thai families in Songkran day, a valuable Thai
new year
Harmonizing a good and warm relationship in your family in Songkran
day, our valuable Thai New Year
A good love relationship in family is a great power
52
Appendix B
53
Table of Research Results in The Corporate Advertising Application in Five Thai Daily Newspapers
throughout April 1-30, 2005
( see in attached Excel file )
54
Appendix C
55
Observation Check List
(see in attached Excel file)
OBSERVATION CHECK LIST
THE CORPORATE ADVERTISING APPLICATION IN THAI DAILY NEWSPAPER
CASE STUDY: THAI-RATH, DAILYNEWS, MATICHON, KAOSOD AND KOMCHADLUEK IN APRIL 2005
NAME OF NEWSPAPER: _______________
TIME
APRIL
2005
NOT FOUND
DETAILS
DATE
PRODUCT NAME:
TYPE OF PRODUCT
Alcohol Beverage
Energy Drinking
Soft Drink
Food
Communication Tool
Electric Device (appliance)
Vehicle
Others (specify) __________
TYPE OF CORPORATE ADVERTISING CONCEPT
SOCIAL
Traffic Accident Prevention
Alcohol Consumption Control
Law Enforcement on Alcoholic Beverage Selling
People Behavioral Development
ECONOMIC
Conserving Energy
Conserving Money
GENERAL
Education
Culture
Environment
Others (specify) __________
CONCEPT
PRODUCT
PRODUCT
PRODUCT
PRODUCT
PRODUCT
FOUND
1
2
3
4
5
1
2
3
4
5
PRODUCT 1
PRODUCT 2
PRODUCT 3 PRODUCT 4 PRODUCT 5
Table 3: The number of products and their newspaper corporate advertising concepts that supporting to Government’s campaigns
Campaign 1: 10 Dangerous Days and Don’t Drink Drive
Type of product
Name of product
1. Alcohol Beverage
1. Ben More
Corporate Advertising Concepts
* Type of Corporate
Advertising Concepts
(A-J)
Support
Government
Campaign
Frequency
(tm/mth.)
Drinking alcohol reduces your driving capacity.
B
/
2
Drinking alcohol is a health risk factor and deteriorates intelligence
B
/
1
Drinking alcohol affects to the illnesses of liver and sex
B
/
1
2. Golden Night
3. Tiger Beer
4. Master Blend
5. Spy
6. Crown 99
7. Blue Ice Beer
8. Mae Khong
9. Red Horse
10. Leo
11. Clan Macgregor
12. Red Sun
13. San Miguel
14. Malibu
15. 100 Pipers
16. Cavalier's trooper
Selling alcohol beverage for children under 18 year s old is illegal
Driving when drunk is danger and illegal.
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Drinking alcohol is a health risk factor and deteriorates intelligence
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
Selling alcohol beverage for children under 18 year s old is illegal
C
A
C
C
C
C
C
C
B
C
C
C
C
C
C
/
/
/
/
/
/
/
/
/
/
/
/
/
/
2
6
9
7
1
4
1
3
5
2
3
1
1
1
1
2. Vehicle
17. Suzuki
18. Siam Kubota
Always turn on light. Use a motorcycle helmets and be careful.. Don't Drink Drive
Don't Drink Drive for safety on road and politely celebrate in Songkran festival
can reduce accidents occurred
A
A
/
/
1
1
3. Others ( cosmetic, petrol,
wrist-watch, insurance company )
19. Sasina Beauty
Don't Drink Drive .. Non alcohol is better. Lack od concious causes accidents happened
A
/
4
B, D
/
5
B
A
/
/
1
1
A Thai beautiful life derives from a Thai beautiful intelligence:
a concept of the alternative drinks project that give a support to the interested
graduate students submit a great no alcohol project work to the contest
t in NONA festival
20. Louis Morais
21. Siam Swiss
Total
Alcohol makes you loose your conciousness and lead you to infringe a Buddha five Commandment
Don't Drink Drive .. Non alcohol is better. Lack od concious causes accidents happened
21
64
Campaign 2: Songkran Day...The Value of Thai Ancient Culture
Type of product
Name of product
Corporate Advertising Concepts
1. Communication Tool
1. Nokia
Happy for all Thais in Songkran Festival, Let's meet and visit your family
2. Sony
* Type of Corporate
Advertising Concepts
(A-J)
Support
Government
Campaign
Frequency
(tm/mth.)
H, J
/
1
Harmonizing a good and warm relationship in your family in Songkran day,
our valuable Thai New Year
H, J
/
5
3.. Siam Kubota
Be warm and happy for all Thai families in Songkran day, a valuable Thai New Year
H, J
/
1
4. Pure
Expects all Thai think of and make the sustentation to Songkra day,
a valuable Thai Culture
H
/
5
2. Electric Device ( appliance)
3. Vehicle
4. Others ( cosmetic, petrol,
wrist-watch, insurance company )
Total
4
*Type of Newspaper Corporate Advertising Concepts signified by abbreviation A-J as follows:
A = Traffic Accident Prevention
B = Alcohol Consumption Control / Caution
C = Law Enforcement on Alcoholic Beverage Selling
D = People Behavioral Development
E = Conserving Energy
F = Conserving Money
G = Education
H = Culture
I = Environment
J = Other ( Family )
* Frequency means the numbers (times) of newspaper corporate advertising concepts in each type ( A- J) which were contributed into all products throughout April 1-30, 2005 in five Thai daily newspapers.
12