IDEAS home Printed from https://ideas.repec.org/a/grg/03mngt/v1y2011i1p1-12.html
   My bibliography  Save this article

Performances And Measurement Of Integrated Marketing Communications (Imc) Of Advertisers In Thailand

Author

Listed:
  • Somphol Vantamay

    () (Kasetsart University, Bangkok, Thailand)

Abstract

This paper is aimed 1) to examine the relationship between IMC management in organizations of advertisers in Thailand and their performances, and 2) to find the indicators suitable for measuring the effectiveness of the overall IMC program. The findings showed that there was a significantly positive relationship between the IMC management in organizations of advertisers in Thailand and their performances (r = 0.380). Besides, after exploratory factor analysis (EFA) by principal component analysis method had been used, it showed that indicators suitable for measuring the effectiveness of the overall IMC program should compose of five factors: 1) customers’ responses, 2) marketing performances, 3) brand exposures, 4) communication effects, and 5) channel supports

Suggested Citation

  • Somphol Vantamay, 2011. "Performances And Measurement Of Integrated Marketing Communications (Imc) Of Advertisers In Thailand," Journal of Global Management, Global Research Agency, vol. 1(1), pages 1-12, January.
  • Handle: RePEc:grg:03mngt:v:1:y:2011:i:1:p:1-12
    as

    Download full text from publisher

    File URL: http://www.globalresearch.com.my/journal/management_v01n01/0001%20abstract%20082%20Final%20PG1-12.pdf
    Download Restriction: no

    File URL: http://www.globalresearch.com.my/journal/management_v01n01/management_v01n01.htm
    Download Restriction: no

    More about this item

    Keywords

    Marketing; Integrated Marketing Communications (IMC);

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:grg:03mngt:v:1:y:2011:i:1:p:1-12. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (editor). General contact details of provider: http://www.globalresearch.com.my/journal.htm .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.