Browsing by Subject "Advertising"
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- PublicationA Preliminary Study of the Possibility of Branding Communication through PrintMedia and Special Events for Generation-Y(Chulalongkorn University Printing House, 2014)
; ; This paper aimed to accumulate opinions regarding the possibility of brand building through print media and special events for generation Y. Brand building models by Duane E. Knapp, which emphasize five key components: Differentiation, Relevance, Esteem, Awareness and Mind's eye (D.R.E.A.M.) were used as primary guidelines in this study. In-depth interviews with three specialists were conducted for data collection. Documentary research was also used for supplementary data collection. The results showed that brand is important for marketing as one of the main tools for making goods or services different from others. Brands should indicate unique personality, and can lead to the brand image. The data showed that brand building through print media and special events could be a possible option amongst generation Y. This target group was interested in social issues. Consequently, brand builders should focus on those issues, and take emotion and mutual experience into account when building a brand in the future.20 70 - PublicationBrand Building Strategy of Thai Magazine(University of the Thai Chamber of Commerce, 2007)
; ; A research of the tactic for creating the brand (logo) for Thai magazines which have theobjectives for knowledge and understanding concerning the process and procedure includingthe tactic used for creating the brand for Thai magazine in order to reach the demand of itstarget and consistent with marketing situation and current magazine competition; the resultsfrom studying and researching of this research are follows:Most magazines including Thai magazines realize and understand to create the brandbecause of high competition in magazine market. Magazine is an important media; it can makea good benefit if we compare with the investment and it is stable if we compare with othermedia. One of the tactics which have been used is to be granted a copyright from popularforeign magazine for sellingTo creating the brand of magazine, it is important for started from paying attention forworker, modern content, creating simply character of brand. One thing that can make the brandof magazine to be strong is content and one the tactic that is used for magazine is the “cover”To using the method of efficiency communication marketing which is creating specialactivity is a marketing activity which a publisher has an opportunity to meet its reader andexchange their idea in order to receive the information for developing the brand and magazineto consisting with the reader’s demandWhether Thai magazine will be successful for creating the brand or not, it depends onthree factors 1) Clearly understanding reader which most of magazine will do the research forthis factor 2) Create content to be interesting and 3) to use a suitable method of communicationmarketing.20 136 - PublicationComparison of Word Use and Grammatical Patterns in English Advertising Headlines in Thai-English and English Magazines(Chulalongkorn University Printing House, 2011)
; The purpose of this research is to analyze the word use and grammatical patternsin English advertising headlines in Thai-English magazines and to compare the resultsof the analysis with linguistic characteristics found in English magazines. It alsocompares the strategies of the use of words and grammatical patterns in Englishadvertising headlines with the kind of products advertised in the above mentionedmagazines.The analysis is based on 100 English headlines in the Thai-English magazine called“Kinnaree” in 2006 compared with 88 English headlines in the English magazinecalled “US AD REVIEW” 2006. These data were categorized based on use of wordsand grammatical patterns and tallied for frequencies.The results reveal most of the word use and grammatical patterns in Englishadvertising headlines have both similarities and differences in strategies. It was foundthat most of the linguistic strategies related to word use: rhyming, repetition,figurative language and foreign languages were frequently used in both magazines,However, a lexical rule violation occurred only in English magazines. The results showthe usage of grammatical structures, including parallelism and structural rule violation.In addition, it was found that the strategies in English advertising headlines variedaccording to the kind of products advertised in Thai-English and English magazines.10 82