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

Author

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  • 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
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    Cited by:

    1. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

    More about this item

    Keywords

    Marketing; Integrated Marketing Communications (IMC);

    JEL classification:

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

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