การสื่อสารการตลาดของภาพยนต์ไทย

Abstract

Abstract

This research was aimed at (1) studying the type of media influencing the decision to watch Thaimovies by people in Bangkok metropolitan area; and (2) investigating the utilization of and satisfaction withmarketing communications of Thai movies by people in Bangkok metropolitan area. This research had employedan integrated approach with the use of both the quantitative and qualitative research methodologies. In-depthinterviews were used to collect qualitative data from 24 key informants who were recognized experts in theThai movies circle. The survey method with the use of a questionnaire was employed to collect quantitativedata from the research sample consisting of 450 people in Bangkok metropolitan area who watched movies inthe movie theater on the average of three times per month.

1. Findings from qualitative research methodology were as follows: (1) Currently, Thai movies neededto have good planning on integrated marketing communications based on the principle of taking intoconsideration the requirements of consumers (the Outside-In Approach). The planning had to be undertaken on acontinuous basis. Also, Thai movies could not use any one communication instrument alone, but had to usevarious instruments in an integrated approach. However, in order to maximize the effectiveness of suchmarketing communication instruments, the producers had to take into account the time schedule and frequencyof communication to the consumers on a continuous and complete basis. (2) The consumers utilized marketingcommunications of Thai movies in many aspects: 1) to closely monitor updates in the movie industry; 2) totake information from the movies to be used as conversation issues with others; 3) to consider information fromdifferent media to decide whether it is worth paying money to watch such and such movie; 4) to useinformation from the movies for study and research; and 5) to seek their own pleasure. The consumers weresatisfied with marketing communications of Thai movies in 3 aspects: 1) the satisfaction with variety of themedia; 2) the satisfaction with the format of information presented; and 3) the satisfaction with the informationitself. (3) The Thai movie industry tended to give importance to the understanding of consumerûs behaviors(Consumer Insight) in order to create new ways of marketing communications. Also, it was more likely to find collaboration in the form of strategic partners due to high costs of investment in production and marketingcommunications. Furthermore, the success of many Thai movies in foreign markets also encouraged the Thaimovie producers to pay more attention on marketing communications at the global level. However, from theeconomic slowdown and reduction of advertisement expenditure via costly media, Thai movie producers werehard pressed to urgently seek new communication tools and innovative ideas for advertisement and creatingawareness among the consumers.

2. Findings from quantitative research showed that all types of media having influence on the decisionto go to Thai movies received the overall rating at the high level with the rating mean of 3.56 and could beranked based on the rating means from top to bottom as follows: (1) individual communication (words ofmouth); (2) television media; (3) theaterûs advertisement; (4) the Internet; and (5) newspapers. The overallutilization of and satisfaction with marketing communications of Thai movie were at the high level with therating means of 3.42 and 3.68, respectively.