พัฒนาการและแนวโน้มของอุตสาหกรรมโฆษณาในประเทศไทย

Abstract

                  The objective of the research on “Development and Trend of Advertising Industry in Thailand” is to study the development and factors that have an impact on the advertising industry, including its trend, in Thailand. This is a qualitative research involving in-depth interviews with advertising and marketing professionals and academics as well as study of various documents concerned. The study reveals that the advertising industry in Thailand can be categorized into 7 periods: early period of advertising, period of text-based product-related advertising, period of advertising with an art-directed aesthetic appeal, period of idea presentation, period of advertising with a Thai comic flavor,period of the restructuring of advertising agencies, and digital age. Factors that have an impact on such development are: technological development from printed matter in the early period to modern digital media, consumers’ behavioral change, and economic conditions, as well as government’s rules, regulations and supervision. With regard to the trend of the advertising industry it is found that advertising continues to be an important marketing communication tool. However, efforts must be made to adapt to new emerging changes, keeping pace with techno-logical advances, attaching greater importance to research on consumer behavior, restructuring the work of advertising agencies and advertising media companies, coping with potential shortage of advertising personnel, and preparing personnel for the advertising career.