This study presents a descriptive account and an analysis of the development and
practices of marketing communications in Thailand between 1987 to 1991, the
period of the Sixth National Economic and Social Development Plan. By using a
theoretical approach which combines features of both the "edeterminist"e views of
the relation between marketing and economic development (Joy and Ross, 1989),
and the cultural dependency models (Reeves, 1993), the study takes a contextual
and qualitative cultural approach to understanding Thai marketing communications
practices.
The development of Thai marketing communications between 1987 to 1991
was marked by the rapid growth of the influence of transnational advertising
agencies (TNAAs) in Thailand, together with some substantial, but constrained,
development of local advertising agencies and other ancillary marketing
communications services. Advertising expenditure for the whole industry increased
by some 200 per cent in the period, whereas some 38 new agencies were
established as well, of which 34 were locally owned. The relative lack of capital of
local agencies and professionals, however, together with the dominant influence of
TNAAs on local marketing communications practices, meant that the growth of the
marketing communications industry took place within the parameters determined
by the TNAAs.
This theme of the interplay between the local and the global development of
marketing communications in Thailand is examined at different levels. The first
chapter analyzes aspects of the national economy with reference to the effect of the
National Economic and Social Development Plans and features of Thai culture and
society which were the framework of the marketing communications. The second
chapter then considers relevant Western and Thai literature to review earlier and
current theories about the relationship between marketing communications and
national development.
The bulk of the analysis is then made in Chapters Four to Six. Chapter Four
analyzes the Thai communication infrastructure and reviews the growth of
transnational media advertising within the context of mass communications, public
communications and communication for specific purposes. Mixed evidence
emerges here of both an improvement in parts of the mass media, and continuing
deficiencies in the telecommunication infrastructure.
Chapters Five and Six then analyze the development and changes in Thai
marketing communications in the period and the impact of globalization
respectively. This is done through a qualitative content analysis of two monthly
business magazines, Khoo Kaeng and Phoo Jad Karn, and two business
newspapers, Thansetthakit and Prachachart Thurakit. The analysis here shows the
dominance of a "eMadison Avenue"e style of marketing communications among
TNAAs, as well as growing use of sales promotion, public relations, and direct
marketing by local marketers. It is concluded that the industry practices of Thai
marketing communications were mainly shaped by the actions of the TNAAs
operating within the policy framework set by the Thai government.
| Identifer | oai:union.ndltd.org:ADTP/218774 |
| Date | January 1994 |
| Creators | Atthakornkovit, Chalinee, n/a |
| Publisher | University of Canberra. School of Communication, Media & Tourism |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | ), Copyright Chalinee Atthakornkovit |
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