ทัศนคติและพฤติกรรมของผู้บริโภคต่อ AMBIENT ADVERTISING

Abstract

This research was aimed to study the consumer’s attitude and behavior on ambient advertising. The research methods were focus group discussion with 4 groups of male and female, respondents ages 25-35. The research showed that ambient advertising is mostly suitable for any product or any brand which desires to communicate its awareness, interest and recognition. On the other hand, ambient advertising is inappropriate for the advertising campaign that aims to create brand trustworthy. Word of mouth is the communication pattern that mostly draws action from the participants.