DMG Publishing employs four integrated marketing communication strategies to promote its "Contemporary Dhamma Books": 1) the White Ocean Strategy which focuses on benefiting readers and society rather than sales; 2) the Book Producing Strategy which focuses on producing high quality books through cooperation between editors and authors; 3) the Distributing Strategy which promotes books through various marketing channels; and 4) the Electronic-based Marketing Communication Strategy which utilizes websites, social media, and multimedia. DMG Publishing aims to enhance readers' morality and fulfill their needs through strategically producing, distributing, and promoting meaningful Dhamma books.
Nivenia Davis_Final_Thesis_Electronic VersionNivenia Davis
This document provides an introduction and overview of a thesis that explores how the fashion brand MR Price used bloggers and content marketing to build brand equity. The thesis examines MR Price's #MRPDenim campaign on Facebook that utilized blogger content. The introduction outlines the rationale, research questions, aims and significance of studying the role of bloggers in a brand's content strategy for building brand equity. Key concepts discussed include bloggers, content marketing, brand equity and the fashion retail market. The thesis will analyze sentiment from blogger content and determine the role bloggers play in building brand equity, as defined by the BrandZ Brand Dynamics Pyramid model.
This document provides an introduction and background for a thesis on social media marketing for Dorea Educational Institute. The thesis aims to help Dorea improve their social media presence and marketing by analyzing their current social media usage and engagement. Dorea's main target audience is educators and teachers over 30 years old, which presents a challenge for reaching through social media. The document outlines the research questions around increasing engagement and reaching older audiences. It will analyze Dorea's current Facebook presence, conduct a survey of previous customers, and provide a marketing strategy with a content plan and SWOT analysis based on the findings. The goal is to give Dorea new ideas and perspectives to enhance their social media marketing.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
This document discusses using consumer media consumption patterns to develop targeted integrated marketing communication plans. The author proposes segmenting consumers based on their different media usage and analyzing this to determine the optimal mix of advertising, PR, interactive and word-of-mouth methods for each segment. As a case study, a survey was conducted to identify segments for a new e-commerce company based on consumers' media habits and perceptions of online shopping. The segments identified from this data could then be used to develop customized messaging and placement in the appropriate media channels for each segment.
Direct mail elicits greater consumer attention and recall than digital advertising according to the study. It held participants' attention 118% longer than digital ads and stimulated 29% higher brand recall. Direct mail invites exploratory engagement from consumers through its tactile qualities, prolonging attention and allowing marketing messages to be fully noticed and absorbed. This results in more positive emotional and motivational responses from consumers compared to digital ads alone.
This document discusses integrated marketing communication and its role in marketing. It outlines the IMC planning model which involves reviewing the marketing plan, conducting a situational analysis, analyzing the communication process, determining the budget, and developing an IMC program. The document also describes the steps to developing an IMC program, which are identifying the target audience, determining communication objectives, designing messages, selecting message sources, choosing media, and collecting feedback. Finally, it discusses approaches for evaluating promotional performance, including sales effect and communication effect methods.
Nivenia Davis_Final_Thesis_Electronic VersionNivenia Davis
This document provides an introduction and overview of a thesis that explores how the fashion brand MR Price used bloggers and content marketing to build brand equity. The thesis examines MR Price's #MRPDenim campaign on Facebook that utilized blogger content. The introduction outlines the rationale, research questions, aims and significance of studying the role of bloggers in a brand's content strategy for building brand equity. Key concepts discussed include bloggers, content marketing, brand equity and the fashion retail market. The thesis will analyze sentiment from blogger content and determine the role bloggers play in building brand equity, as defined by the BrandZ Brand Dynamics Pyramid model.
This document provides an introduction and background for a thesis on social media marketing for Dorea Educational Institute. The thesis aims to help Dorea improve their social media presence and marketing by analyzing their current social media usage and engagement. Dorea's main target audience is educators and teachers over 30 years old, which presents a challenge for reaching through social media. The document outlines the research questions around increasing engagement and reaching older audiences. It will analyze Dorea's current Facebook presence, conduct a survey of previous customers, and provide a marketing strategy with a content plan and SWOT analysis based on the findings. The goal is to give Dorea new ideas and perspectives to enhance their social media marketing.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
This document discusses using consumer media consumption patterns to develop targeted integrated marketing communication plans. The author proposes segmenting consumers based on their different media usage and analyzing this to determine the optimal mix of advertising, PR, interactive and word-of-mouth methods for each segment. As a case study, a survey was conducted to identify segments for a new e-commerce company based on consumers' media habits and perceptions of online shopping. The segments identified from this data could then be used to develop customized messaging and placement in the appropriate media channels for each segment.
Direct mail elicits greater consumer attention and recall than digital advertising according to the study. It held participants' attention 118% longer than digital ads and stimulated 29% higher brand recall. Direct mail invites exploratory engagement from consumers through its tactile qualities, prolonging attention and allowing marketing messages to be fully noticed and absorbed. This results in more positive emotional and motivational responses from consumers compared to digital ads alone.
This document discusses integrated marketing communication and its role in marketing. It outlines the IMC planning model which involves reviewing the marketing plan, conducting a situational analysis, analyzing the communication process, determining the budget, and developing an IMC program. The document also describes the steps to developing an IMC program, which are identifying the target audience, determining communication objectives, designing messages, selecting message sources, choosing media, and collecting feedback. Finally, it discusses approaches for evaluating promotional performance, including sales effect and communication effect methods.
This document outlines an integrated marketing communications course that aims to:
1) Help students understand the role of communication in marketing management.
2) Study in depth the various marketing communication tools used by organizations.
3) Integrate the elements of the communication mix to deliver consistent messaging.
The course covers topics like advertising, media planning, direct marketing, sales promotion, public relations, and personal selling. It evaluates different communication channels and teaches how to establish objectives and budgets for an integrated marketing strategy.
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSameer10031993
The document discusses Starbucks' integrated marketing communication campaign. It summarizes that Starbucks uses an integrated plan across social media platforms to engage customers. This includes blogs to gather customer feedback, Twitter to answer questions and share information, YouTube for videos, and Facebook to invite customers to events and share comments. The plan also discusses current and future promotional strategies like mobile apps, WiFi, food products, and online ordering to keep customers involved.
The document discusses the benefits of exercise for mental health. It states that regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help boost feelings of calmness and happiness.
Fundamentals of Advertising Campaigns
Brand Positioning through Advertising
Planning Process
The Creative Brief
Creating an Appeal
Strategic Approaches: Generic Approach
USP
Brand Image
Positioning
Public Service Advertising
Celebrity Endorsement
Elements of Print Advertisement
Scriptwriting for Radio and Television
Legal and Ethical aspects of Advertising
Kids Advertising
This document discusses integrated marketing communications (IMC). It defines IMC as coordinating all marketing communication tools and avenues within a company into a seamless program. The document outlines key aspects of IMC including how communication works, steps to develop an IMC plan, and the responsibilities of planning IMC. It also discusses various marketing communication models and mixes, and provides figures to illustrate communication processes, trends impacting IMC, and other relevant topics.
Online Marketing Communication Process
Setting Online Communication Objectives
Online Advertising
Online Sales Promotion
Online PR
Direct Marketing through Internet
Impact of Consumer Generated Communication
Virtual Community Influence on IMC
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Introduction to Integrated Marketing Communication (IMC)
IMC as an Integral Part of Marketing
Buying Decision Process
Communication Response Hierarchy
Setting Communication Objectives: DAGMAR Approach
Budgeting for Marketing Communication.
Russel H. Colly pioneered the DAGMAR approach to defining advertising goals and measuring advertising results. DAGMAR distinguishes 52 advertising goals pertaining to sales, image, attitude, and awareness for a single ad, annual campaign, or company's overall advertising. The communication tasks of a brand according to DAGMAR are to gain awareness, comprehension, conviction, image, and action. Advertising goals should be consistent with these communication tasks. Pre-testing uses qualitative and quantitative methods like focus groups, interviews, checklists, and questionnaires to test ads before deployment.
The DAGMAR approach defines goals for measuring advertising effectiveness. It was developed by Russel Colley in 1961 to distinguish 52 advertising goals related to sales, image, attitude, and awareness. The approach involves defining goals that are specific, have a defined target audience and measurement procedure, benchmarks for achievement, and are written down. It focuses on matching communication tasks to audience involvement levels related to awareness, comprehension, attitude, and action. While useful historically, the DAGMAR approach faces challenges related to quantifying sales goals, measurement difficulties, and external influences.
Communication objectives serve as benchmarks for communication planning and decision making between organizations. They translate overall marketing goals into specific communication goals and should be measurable. Objectives may include increasing brand awareness, preference, or sales. Setting objectives requires analyzing the target market and competitors as well as determining primary versus secondary goals. Objectives help measure the success or failure of communication programs relative to the defined goals.
The advertising industry spends over $600 billion annually worldwide and $300 billion annually in the USA. The traditional structure includes advertisers who work with advertising agencies to develop campaigns. Agencies employ creative teams like copywriters, designers, and media buyers to develop campaigns and place ads through various media channels like TV, print, digital, and outdoor advertising. In South Africa, agencies typically charge hourly rates or commissions of around 15% of media spending, and work with a variety of external partners across the creative, research, production, technology, and media sectors.
The document summarizes the functions of an advertising agency. It discusses how advertising agencies work with clients to develop effective advertising campaigns through services like strategic planning, creative development, media planning, and more. Advertising agencies are composed of departments that handle account management, creative work, media buying, and research. They work to understand client needs and promote goods, services, and ideas through various advertising mediums.
This document discusses online advertising. It provides examples of different types of online ads such as banner ads, social network advertising, and email marketing. It outlines key events in the development of online advertising from 1994 to today. It notes the advantages of online advertising like large target audiences and the ability to track advertising figures. However, it also discusses disadvantages such as ads being seen as spam and customers experiencing advertising fatigue from many websites having ads.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
An advertising agency is a service business that helps clients with promotional activities like creating advertisements, planning campaigns, booking ad space, conducting research, and more. The main functions of an agency include developing marketing strategies, crafting creative content, implementing media plans, and managing billing. Agencies can specialize in various areas and provide either full-service support or individual modules like creative work or media buying. Their role is to represent clients' brands positively by understanding goals and targeting the right audiences.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
Uses and gratification theory and the optimization of the media in the privat...Alexander Decker
This document summarizes a journal article that examines how the Bureau of Public Enterprises (BPE) in Nigeria utilizes media and the uses and gratification theory during privatization efforts. The study aims to determine how BPE applies uses and gratification concepts in its public relations practices, how messages are crafted, what factors influence media selection, and how audiences make media choices. The document provides background on BPE and privatization in Nigeria. It also reviews literature on uses and gratification theory and discusses how BPE's audiences and messaging may limit which audiences are reached. The review suggests BPE could better understand its audiences' motivations for media exposure when developing communication strategies.
The document discusses strategic planning for public relations. It explains that public relations is shifting from a focus on tasks to research, decision making, and problem solving. Effective strategic communication requires understanding research and evaluation. Strategic communication involves intentional, planned campaigns based on research with the goal of building understanding or persuasion. Public relations and marketing communication are both examples of strategic communication. The document outlines models, steps, and activities for strategic public relations planning and management.
This document outlines a research project conducted by a group of students at the university. The research project examines the impact of social media on consumer buying behavior. It includes an introduction that provides background on the topic and outlines the problem statement, research objectives, questions, limitations and significance of the study. It also includes a review of related literature and methodology section that describes the research design, data collection process, sampling technique, hypotheses and research model.
This document outlines an integrated marketing communications course that aims to:
1) Help students understand the role of communication in marketing management.
2) Study in depth the various marketing communication tools used by organizations.
3) Integrate the elements of the communication mix to deliver consistent messaging.
The course covers topics like advertising, media planning, direct marketing, sales promotion, public relations, and personal selling. It evaluates different communication channels and teaches how to establish objectives and budgets for an integrated marketing strategy.
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSameer10031993
The document discusses Starbucks' integrated marketing communication campaign. It summarizes that Starbucks uses an integrated plan across social media platforms to engage customers. This includes blogs to gather customer feedback, Twitter to answer questions and share information, YouTube for videos, and Facebook to invite customers to events and share comments. The plan also discusses current and future promotional strategies like mobile apps, WiFi, food products, and online ordering to keep customers involved.
The document discusses the benefits of exercise for mental health. It states that regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help boost feelings of calmness and happiness.
Fundamentals of Advertising Campaigns
Brand Positioning through Advertising
Planning Process
The Creative Brief
Creating an Appeal
Strategic Approaches: Generic Approach
USP
Brand Image
Positioning
Public Service Advertising
Celebrity Endorsement
Elements of Print Advertisement
Scriptwriting for Radio and Television
Legal and Ethical aspects of Advertising
Kids Advertising
This document discusses integrated marketing communications (IMC). It defines IMC as coordinating all marketing communication tools and avenues within a company into a seamless program. The document outlines key aspects of IMC including how communication works, steps to develop an IMC plan, and the responsibilities of planning IMC. It also discusses various marketing communication models and mixes, and provides figures to illustrate communication processes, trends impacting IMC, and other relevant topics.
Online Marketing Communication Process
Setting Online Communication Objectives
Online Advertising
Online Sales Promotion
Online PR
Direct Marketing through Internet
Impact of Consumer Generated Communication
Virtual Community Influence on IMC
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Introduction to Integrated Marketing Communication (IMC)
IMC as an Integral Part of Marketing
Buying Decision Process
Communication Response Hierarchy
Setting Communication Objectives: DAGMAR Approach
Budgeting for Marketing Communication.
Russel H. Colly pioneered the DAGMAR approach to defining advertising goals and measuring advertising results. DAGMAR distinguishes 52 advertising goals pertaining to sales, image, attitude, and awareness for a single ad, annual campaign, or company's overall advertising. The communication tasks of a brand according to DAGMAR are to gain awareness, comprehension, conviction, image, and action. Advertising goals should be consistent with these communication tasks. Pre-testing uses qualitative and quantitative methods like focus groups, interviews, checklists, and questionnaires to test ads before deployment.
The DAGMAR approach defines goals for measuring advertising effectiveness. It was developed by Russel Colley in 1961 to distinguish 52 advertising goals related to sales, image, attitude, and awareness. The approach involves defining goals that are specific, have a defined target audience and measurement procedure, benchmarks for achievement, and are written down. It focuses on matching communication tasks to audience involvement levels related to awareness, comprehension, attitude, and action. While useful historically, the DAGMAR approach faces challenges related to quantifying sales goals, measurement difficulties, and external influences.
Communication objectives serve as benchmarks for communication planning and decision making between organizations. They translate overall marketing goals into specific communication goals and should be measurable. Objectives may include increasing brand awareness, preference, or sales. Setting objectives requires analyzing the target market and competitors as well as determining primary versus secondary goals. Objectives help measure the success or failure of communication programs relative to the defined goals.
The advertising industry spends over $600 billion annually worldwide and $300 billion annually in the USA. The traditional structure includes advertisers who work with advertising agencies to develop campaigns. Agencies employ creative teams like copywriters, designers, and media buyers to develop campaigns and place ads through various media channels like TV, print, digital, and outdoor advertising. In South Africa, agencies typically charge hourly rates or commissions of around 15% of media spending, and work with a variety of external partners across the creative, research, production, technology, and media sectors.
The document summarizes the functions of an advertising agency. It discusses how advertising agencies work with clients to develop effective advertising campaigns through services like strategic planning, creative development, media planning, and more. Advertising agencies are composed of departments that handle account management, creative work, media buying, and research. They work to understand client needs and promote goods, services, and ideas through various advertising mediums.
This document discusses online advertising. It provides examples of different types of online ads such as banner ads, social network advertising, and email marketing. It outlines key events in the development of online advertising from 1994 to today. It notes the advantages of online advertising like large target audiences and the ability to track advertising figures. However, it also discusses disadvantages such as ads being seen as spam and customers experiencing advertising fatigue from many websites having ads.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
An advertising agency is a service business that helps clients with promotional activities like creating advertisements, planning campaigns, booking ad space, conducting research, and more. The main functions of an agency include developing marketing strategies, crafting creative content, implementing media plans, and managing billing. Agencies can specialize in various areas and provide either full-service support or individual modules like creative work or media buying. Their role is to represent clients' brands positively by understanding goals and targeting the right audiences.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
Uses and gratification theory and the optimization of the media in the privat...Alexander Decker
This document summarizes a journal article that examines how the Bureau of Public Enterprises (BPE) in Nigeria utilizes media and the uses and gratification theory during privatization efforts. The study aims to determine how BPE applies uses and gratification concepts in its public relations practices, how messages are crafted, what factors influence media selection, and how audiences make media choices. The document provides background on BPE and privatization in Nigeria. It also reviews literature on uses and gratification theory and discusses how BPE's audiences and messaging may limit which audiences are reached. The review suggests BPE could better understand its audiences' motivations for media exposure when developing communication strategies.
The document discusses strategic planning for public relations. It explains that public relations is shifting from a focus on tasks to research, decision making, and problem solving. Effective strategic communication requires understanding research and evaluation. Strategic communication involves intentional, planned campaigns based on research with the goal of building understanding or persuasion. Public relations and marketing communication are both examples of strategic communication. The document outlines models, steps, and activities for strategic public relations planning and management.
This document outlines a research project conducted by a group of students at the university. The research project examines the impact of social media on consumer buying behavior. It includes an introduction that provides background on the topic and outlines the problem statement, research objectives, questions, limitations and significance of the study. It also includes a review of related literature and methodology section that describes the research design, data collection process, sampling technique, hypotheses and research model.
The document provides information about a project report submitted for an MBA program. It includes an introduction, acknowledgements, table of contents, and initial chapters on research methodology, introduction to the circulation department, and company profile of Hindustan Times. Specifically, it outlines the objective of studying customer perception of Hindustan Times newspaper. It also provides background details on Hindustan Times such as its founding in 1924, ownership, circulation figures, and history.
1) The document analyzes the impact of sales promotions on customer purchase decisions of Monginis cakes in Pune and Lonavala, India.
2) A survey was conducted with 100 respondents using a questionnaire to collect primary data, and secondary data from reports and articles.
3) The hypothesis is that there is a positive relationship between sales promotions and purchase decisions. Statistical analysis was conducted to test this.
IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTIONlobnaqassem
This study examined the impact of social media marketing on purchase intention and brand loyalty in Indonesia's banking industry. A survey of 286 respondents was conducted. The results found:
1) Social media marketing has a positive impact on both purchase intention and brand loyalty. Customers who engaged more with banks on social media were more likely to purchase from and remain loyal to those banks.
2) Purchase intention also positively impacts brand loyalty. Customers with a stronger intention to purchase from a bank in the future were more loyal to that bank's brand.
3) All hypotheses were supported, providing insights for both research and practice. Social media marketing can influence customer purchasing behaviors and long-term loyalty to bank brands in Indonesia.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
MARKETING COMMUNICATION PLAN
Case DNA Finland Ltd: How to Gain More Russian Prepaid
Subscription Customers?
Lahti University of Applied Sciences
Degree Programme in International Business
JENNI-MARI LAITINEN: Marketing Communication Plan
Case DNA Finland Ltd: How to Gain
More Russian Prepaid Subscription
Customers?
Thesis for International Business 61 pages, 5 appendixes
Spring 2009
ABSTRACT
This thesis is about marketing communications. The objective is to define the
parts, which especially need to be considered in the functional and cost-effective
promotion planning process, and then apply these features to the case company’s
plan. The research question tries to solve the problem on what the case company
must observe in their promotion process when trying to gain more Russian
prepaid subscription customers.
The study is divided into theoretical and empirical parts. The theory part
introduces marketing on a general level; marketing planning, the marketing mix,
the 4P model and the basics of the marketing communication. Promotion planning
is handled stage-by-stage by using the MCPF theory. The empirical part applies
theory to practice by developing a marketing communication plan for the case
company.
The research offers feasible ideas to accomplish promotion towards the target
segment. Therefore it is not to be a precise and detailed plan. Only prepaid
subscriptions and consumers are handled.
The qualitative study consists of multiple methods. The information is gathered
widely from different marketing and marketing communication textbooks,
magazine articles, web pages and by interviewing representatives of the case
company.
Marketing communication planning process is a versatile process, which requires
many resources from the company in order to be executed successfully. This study
offers the theoretical framework and an empirical paradigm for the person who
operates with marketing communication process. The result of the study is the
marketing communication plan for the case company. It helps the implementation
of the planning process and offers comprehensive information about the subject.
Marketing communicatios plan, case DNA Finland LtdJenni-Mari Karén
Tämä opinnäytetyö käsittelee markkinointiviestintäsuunnittelua. Tavoitteena on
selvittää, mitä osa-alueita suunnittelussa tulee huomioida ja mihin seikkoihin
käytännönläheinen suunnitelma keskittyy. Tutkimuskysymys pyrkii selvittämään
osa-alueet, joihin kohdeyrityksen tulee markkinointiviestinnässään panostaa
hankkiakseen lisää venäläisiä prepaid-matkapuhelinasiakkaita.
Työ jakaantuu teoreettiseen ja empiiriseen jaksoon. Teoriaosa lähestyy aihetta
laaja-alaisesti, alkaen markkinoinnin käsitteestä hyvin yleisellä tasolla, esitellen
markkinoinnin suunnitteluprosessin sekä markkinoinnin kilpailukeinot (ns. 4Pmallin) ja lopulta keskittyen markkinointiviestintään. Suunnitteluprosessin vaiheet
ja usein käytetty MCPF-suunnittelurunkomalli on esitelty omassa kappaleessaan.
Empiirisessä osassa teoriaa sovelletaan käytäntöön niin, että
markkinointiviestinnän teorian pohjalta luodaan kohdeyritykselle
markkinointiviestintäsuunnitelma. Tutkimuksen ei ole tarkoitus olla tarkka ja
yksityiskohtainen viestintäsuunnitelma, vaan tarjota käyttäjäystävällinen
markkinointiviestintäkehys lukijalle.
Kyseessä on kvalitatiivinen tutkimus, jonka menetelminä on käytetty erilaisten
markkinointiin ja markkinointiviestintään keskittyvien kirjojen, lehtiartikkeleiden
ja Internet-sivujen lisäksi kohdeyrityksen edustajien haastattelua. Tietoa on
hankittu laaja-alaisesti aihetta eri näkökulmista käsittelevistä teoksista.
Markkinointisuunnitelma on laaja ja monipuolinen prosessi, jonka toteutus vaatii
yritykseltä paljon resursseja. Tämä tutkimus tarjoaa teoreettisen pohjan ja
empiirisen esimerkin markkinointiviestintäsuunnitelman parissa toimivalle.
Tutkimuksen tuloksena syntynyt markkinointiviestintäsuunnitelma tarjoaa tietoa
aiheesta laaja-alaisesti ja helpottaa lukijan omaa suunnitteluprosessia.
Application Of Social Media For Personal Branding- A Conceptual ReviewErin Taylor
This document summarizes a research article about applying social media for personal branding. It begins by introducing the growth of social media and how it has become integrated into everyday communication. It then discusses how personal branding is similar to product branding, where individuals promote their unique strengths to target audiences. The purpose of the study is to conceptually review how social media affects personal branding by synthesizing the existing literature. It conducts a literature review focused on empirical research about social media and personal branding. Specifically, it examines how social media platforms have been used in personal branding applications and the role of social capital theory in explaining how social media supports personal branding.
This document discusses a study on the advertising strategies used by anti-aging product brands on Facebook in Thailand from 2012-2015. It examines the elements of advertising used, including spokespersons, text ads, graphic design, and video ads. It also analyzes the use of propaganda techniques, message strategies, and executional frameworks in the ads. Four new coding schemes were designed to measure the use of these advertising strategies based on the brands Olay Regenerist, L'Oreal RevitaLift, and Pond's Age Miracle. The results found that all brands used various elements of advertising on their Facebook pages over the years, with a shift from simple text ads to more photo and video ads later in the studied period
A CRITICAL DISCOURSE ANALYSIS OF NANDO S RADIO ADVERTISEMENTHeather Strinden
The document analyzes a Nando's radio advertisement using Critical Discourse Analysis.
[1] It finds that the advertisement utilizes various linguistic features like direct address, imperatives, adjectives and parallelism to engage listeners.
[2] Discourse strategies identified include promoting the product through implication, invoking inadequacies in listeners, use of puffery and emotive words.
[3] A sociolinguistic analysis finds the ad leverages intertextuality through phrases that have cultural significance in Malaysian society to establish Nando's as a local brand.
Running Head COMMUNICATIONS CHANNELS IN INTERNATIONAL BUSINESS1.docxjoellemurphey
Running Head: COMMUNICATIONS CHANNELS IN INTERNATIONAL BUSINESS 1
MINI-PROPOSAL 10
Table of Contents
Communication Channels in international Business: ……………………………………… (3)
Introduction: …………………………………………………………………………….…. (3)
Problems statement: ………………………………………………………………………… (4)
Purpose: ……………………………………………………………………………………... (5)
Research Questions: ………………………………………………………………………… (5)
Literature review: …………………………………………………………………………… (5)
Research Design and Methodology: …………………………………………………….….. (7)
1. Primary Research: ………………………………………………………………………… (7)
2. Data collection method :………..……………………………………………………..…..( 7)
Qualitative Techniques Used: …………………………………………………….………… (8)
Data Analysis Plan: ………………………………………………………………….………. (8)
Conclusion: …………………………………………………………………………….…….. (9)
Reference: …….………………………………………………………………………..…….. (10)
Communication Channels in International Business
Introduction:
Today, communication has been regarded as a backbone for any organization. Through effective communication channels an organization can make progress in international business. Many leaders and owners use various means of communication for conveying information about companies into outside world. Organization nowadays is consistently striving hard to gain more business opportunities in market and adopting more sophisticated mechanism for conveying the information to its intended audience (Alessandra, 2007). Communication plays an effective role in the development of organization being it either domestic level or at the international level. Various modes of communication channel help organization to foster their business operation across the globe and it aims at increasing the sign of presence at that level. No organization can get immediate success without using proper communication channels.
When firms access the international market, it needs some solid and consolidated ways of communication for conveying information to its external and internal elements. If firms want to access the international market for gaining the market share, it must have its own effective course of actions plan with regard to latest communication tools that can serve in better ways. Communication can be either made electronically or through print media organization if organization wants to address the outside world about its intentions to launch the new products in market. For internal communication, organization usually depends on various channels like communicating through emails, messenger, and telephone or through mobile technology (Beaumont, 2009).
Problem statement:
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Integrated marketing communication strategy of dhamma pocket books (completed version)
1. 1
Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG
Publishing
Department of Communication Arts Program in Marketing Communication, Faculty of
Humanities and Social Science Burapha University
Abstract
The research entitled “Integrated Marketing Communication Strategy of Dhamma Pocket
Books, DMG Publishing” is a qualitative with the purposes to study the administration of
integrated marketing communication affairs, the integrated marketing communication
strategies, and the process of integrated marketing communication of Dhamma Pocket Books,
DMG Publishing. The research methods included document analysis, individual in depth-
interview, and national and international related literature reviewing. The findings found
were that Dhamma Pocket Books, DMG Publishing employed four integrated marketing
communication strategies:1) White Ocean Strategy; 2) Book Producing Strategy; 3)
Distributing Strategy; and 4) Electronic-based Marketing Communication Strategy. As a
whole, all strategies gave importance on publishers prioritizing benefits to readers, having
policy to produce books with quality and essences enhancing readers their moral in a society,
producing books elaborately, looking for qualified playwrights, fulfilling readers’ needs, as
well as distributing books using multi channels, specifically electronic channels used by
DMG Publishing and mass media.
1. Introduction
Dhamma book was considered a kind of printing materials called “pocket book” in the
past. It was purposively used to teach Buddhist principles and usually was given out for free
to public for the sake of merits. Currently, the Dhamma book brings about new marketing
2. 2
communication strategies and it was known as a “Contemporary Dhamma Book”, which can
have an access to target readers with different ages. As thus, it is a kind of book best sold and
valued by today generation, which is attributed to the modification of the book’s features and
marketing communication strategies affecting the success of “Contemporary Book” suitable
to people who would like to solve serious problems and overcome obstacles in daily lives.
The publisher having influences on new features of “Contemporary Dhamma Book” has been
DMG publishing, which is the first publisher producing Dhamma book with brand identity
since 2004. DMG publishing has launched massive Dhamma books onto markets and it
played important role to create a “Contemporary Dhamma Book” with the cooperation of
Ammarin Publishing. After doing the review of related literature of studies done both in
Thailand and foreign countries, the researcher found that few studies on the use of integrated
marketing communication strategy in printing material business have been done. Thus, the
researcher aims at studying integrated marketing communication strategy and printing
material business (Sukanda Panpetch, 2012: 1-5).
Objectives
The objectives of the present study are as follows:
1. To study the administration of work using integrated marketing communication in
DMG Publishing.
2. To study the integrated marketing communication strategy of a “Contemporary
Dhamma Book” used in DMG Publishing.
3. To study the processs of integrated marketing communication of a “Contemporary
Dhamma Book” used in DMG Publishing.
3. 3
2. Research Methodology
The research entitled “Integrated Marketing Communication Strategy of Dhamma
Pocket Books, DMG Publishing,” is a qualitative. The instrument used was in-depth
interview to elicit primary data from three groups of key informants having insight
knowledge into integrated marketing communication strategies of a “Contemporary Dhamma
Book” used in DMG Publishing. These three groups of key informants were: Group One
which is the administrative committee of DMG Publishing comprises: (1) Mr. Danai
Chanchaochai, who is the president in administrative division; (2) Ms. Natcha Chanchaochai,
who is the managing director of DMG Publishing; Group Two which is the controllers and
integrated marketing communication strategies operators consists of: (1) Ms. Charuwan
Wechtrakul, who is the marketing manager; (2) Mr. Samart Intraprasert, who is the managing
director in electronics, the director of shared interest group/Ruendham of DMG Publishing;
Mr. Yongyuth Khunta Kritsatithadapong, who is the editor of DMG Publiching; (4) Ms.
Theeraporn Maneepornphol, who is a book designer of DMG Publishing; (5) Ms. Sittha
Chotnoi, who is a book designer of DMG Publishing; (6) Mr. Surasak Lasama, who is a book
designer of DMG Publishing; Group Three which is a group of writers of “Contemporary
Dhamma Book” with dominant pieces of writing of DMG Publishing comprises: (1) Mr.
Saran Mitreevech, whose dominant book is called “ What a pity? The dead do not have
chance to read;” (2) Ms. Monthathip Khunnawattana, whose dominant book is called “Snow
in Summer;” and (3) Master Monk Mitsuo Gavesako, whose dominant book is called “Good
Luck Happiness Prosperity,” respectively. The formal and semi structured interviews were
conducted with above mentioned people to raise questions covering all aspects regarding
background and history of DMG Publishing, corporate structure, work positions and duties
and responsibilities, work procedures using integrated marketing communication strategies,
selecting prospective customers, integrated marketing communication strategies of
4. 4
“Contemporary Dhamma Book,” and communicative devices of integrated marketing
communication used by DMG Publishing. There was an appointment with interviewees
about time and venue prior to the interview conduction. While interviewing the interviewees
allowed the researcher to video record the dialogues in the interview. In addition, the
researcher collected secondary data from variety of documents related to a phenomenon of
growing popularity in today “Contemporary Dhamma Book” and channels of marketing
communication of “Contemporay Dhamma Book” of DMG Publishing. The data collection
was done from January to July 2012. The data collected were double-checked and modified
by the interviewees for correctness of the data.
Data analysis and data presentation were done by means of interpretation based on the
theory of integrated marketing communication including (1) conceptual framework about
DMG Publishing and “Contemporary Dhamma Book;” (2) conceptual framework about
Dhamm book and printed materials business by Robert (2006) and Surasith Wittayarat
(2006); and course book for “Media and Printed Materials” by Sukhothai Thammathirat Open
University (2008); (3) conceptual framework about integrated marketing communication and
integrated marketing communication administration by Schultz (2004), Duncan (2005),
Edward (2009), and Moriarty (2011); (4) conceptual framework about integrated marketing
communication strategies by Schultz (1993), Duncan (2005) and Danai Chanchaochai
(2009); (5) conceptual framework about communicating devices and integrated marketing
communication and new media by Kanchana Kaewthep and Associates (2000), Keller
(2003), Duncan (2005), Percey (2008), Austin and Pinkleton (2008), Brown (2009), Green
(2010), and Scott (2010), (6) national and international research studies in related discipline.
The findings of the study were validated using an analysis based on these theories and they
were presented in descriptive form. The correctness of data obtained was validated using
methodological triangulation. That is to say, the data for the sole inquiry derived from
5. 5
different sources. In terms of the validation of research quality, research procedures,
conceptual frameworks for literature review, and research instruments were verified by Dr.
Unalom Chanrungmaneekul.
3. Findings
Part 1: Integrated Marketing Communication Administration of DMG
Publishing.
DMG Publishing or Direct Media Group Co. Ltd. was a medium-sized publisher
including 7 sections: (1) administrative board section; (2) editorial board section; (3)
marketing and sales section; (4) electronic market section; (5) accounting section; (6) stock
and shipping section; and 7) personnel section. The integrated marketing communication
administration of DMG Publishing is based on a centralized system under authority of
administrative board and is controlled and managed by marketing and sales section and
electronic market section. Moreover, an outsider company, such as DC Consultant and
Marketing Communication Co. Ltd helps promote DMG Publishing and give consults about
public relations.
Part 2: Integrated Marketing Communication Strategies of “Contemporary
Dhamma Book)
DMG Publishing has four strategies as follows: (1) White Ocean Strategy, used as a
norm in running a business on ethical codes, gives a focus on benefits derived by readers and
society, integrated marketing communication on realistic values, remembrance activating and
market positioning rather than increasing direct sales volume. (2) Book Producing Strategy,
used by editorial board in planning to produce books and initiating concepts for each book to
be produced, gives a focus on mutual cooperation between editorial board and book writers in
6. 6
producing books based on 5 five aspects: 1) good; 2) famous; 3) unique; 4) outstanding, and
5) attractive. (3) Distributing Strategy, used to promote sales by sales and marketing section
of DMG Publishing, emphasizes on disseminating news concerning “Contemporary Dhamma
Book,” for example book titles, authors or translator, eulogy, contents, selling points, pictures
on book covers, and excerpt or full text using public relations, special events, advertisement,
and media and internet. (4) Electronic-based Marketing Communication Strategy, used by
electronic market section of DMG Publishing, makes use of websites and social networks,
such as facebook, twitter, youtube, DMG book application, and multimedia to contact
prospective customers.
Part 3: Procedures of Integrated Marketing Communication of DMG
Publishing’s “Contemporary Dhamma Book”
DMG Publishing has six steps for integrated marketing communication accordingly.
They are : (1) setting objectives in producing books; (2) indicating who are prospective
customers; (3) analyzing SWOTs; (4) strategy developing; (5) budget setting; and (6)
evaluating the effectiveness of integrated marketing communication of DMG Publishing.
3. Conclusions and Discussion
Part 1: Integrated Marketing Communication Administration of DMG
Publishing
DMG Publishing or Direct Media Group is a medium-sized publisher dividing into
seven sections including administrative board section; marketing and sales section, electronic
market section, accounting section, stock and shipping section, and personnel section. In
integrated marketing communication administration, DMG Publish has employed a
centralized system (Edward, 2009 cited in Sukanda Panpetch, 2012), which is a system of
7. 7
marketing administration integrated under the control of the executive board incorporating
sales and marketing section and electronic market section into managerial practices. In
addition, the outsider company, such as DC Consultant and Marketing Communication Co.
Ltd. plays role as a consultant about public relations for DMG Publishing.
Part 2: Integrated Marketing Communication Strategies of DMG Publishing’s
“Contemporary Dhamma Book”
1) DMG Publish has employed four strategies comprising White Ocean Strategy,
giving a focus on ethical codes and on keeping a balance among people, planet, profit, and
passion. That is to say, business runners, employees, customers, society, community, and
resources should gain equal advantages. The integrity of marketing communication is
grounded on realistic values in accordance with White Ocean Strategy (Danai Chanchaochai,
2009 cited in Sukanda PanPetch, 2012). As such, DMG Publishing has prioritized the
quality of books by providing chances for readers to try reading books via channels of
downloading, for example DMG Application, before deciding to buy them. Moreover, it
incorporates experiential contact (Percy, 2008 cited in Sukanda Panpetch, 2012) into
“Contemporary Dhamma Book” by means of event marketing to activate remembrance and
position market rather than increasing direct sales volume. In terms of theme of the events,
most activities in the events are about the contents of books, charity activities, volunteers for
social helps, and foundation for child help. For the administrative board, the broad gives
importance on over picture and credibility of the publisher, creating trustworthiness to attain
sustainable development (Danai Chanchaochai, 2009 cited in Sukanda Panpetch, 2012).
According to White Ocean Strategy, which is like Credibility Strategy (Duncan, 2005 cited
in Sukanda Panpetch, 2012) , the trustworthiness of the corporate and its products bases in
the integrity of marketing communication and roles of a publisher as a knowledge passer and
simultaneously a moral codes preacher to readers as expected by society. Illustrations of
8. 8
White Ocean Strategy of DMG Publisher are presented in figures 3-1 and tables 3-1,
summarizing 7 item strategic principles of White Ocean Strategy of DMG Publishing.
2) Strategy for book producing, used by the editorial board, resembles a product
planning (Edward, 2009 cited in Sukanda Panpetch, 2012). The product planning is part of
integrity of marketing communication requiring a plan for a working process and concept
about products to be produced. In producing books, the editorial board works with the
writers to design the books based on these five aspects: Good is for books with good
contents; Famous is for points to be written are well-known or writers are well-known;
Unique is for books are totally different from other books; Outstanding is for book covers and
designs are interesting and attractive; and Attractive is for books grab readers’ attention.
These are believed to be main strategies for the success of the publisher and were developed
from Creative Strategy proposed by Duncan (2005) as cited in Sukanda Panpetch (2012) and
editing experiences. In other words, these strategies deal with writers recruiting, book
designing, book naming, and art design.
3) Distributing strategy, used to promote sales by sales and marketing section of
DMG Publishing, publicizes the products of “Contemporary Dhamma Book” and
disseminating news regarding books to be launched on markets. Thus, it is called
“Informational Strategy,” which is part of selling strategy (Duncan, 2005 cited in Sukanda
Panpetch, 2012), which gives an emphasis on the dissemination of news and information
regarding books via marketing public relations (Percey, 2008 cited in Sukanda Panpetch,
2012) to indirectly promote sales volumes to prospective customers using special events
(Duncan, 2005 cited in Sukanda Panpetch, 2012) and to raise customers’ awareness about
new coming books. When new books are released by DMG Publishing, public relations and
special events are the most concern of the publisher because they are considered the most
appropriate channels to disseminate the book products and these channels give importance on
9. 9
media and internet, allowing readers to have access to most detailed information of the books.
In terms of media relations (Duncan, 2005 cited in Sukanda Panpetch, 2012), DMG
Publishing gives priority to media and it is well accepted by the media. For internet media, it
is found that the integrity of electronic marketing communication, involving continuous
dissemination of news and information regarding book titles, authors/translator, eulogy,
contents, selling points, cover pictures, contents and preview, full text contents, and related
information, helps make “Contemporary Dhamma Book” well-known better than books
read by specific group of readers. Therefore, it is the most important way to publicize the
best points of books and advertise them to the right group of readers.
4) Electronic-based marketing communication strategy, using internet to disseminate news,
promote books, and create relationship with prospective customers, is used by electronic
market section of DMG Publishing. Under this strategy, there are two models, one of which
is the interactive strategy with two ways communication and interaction via websites, social
network, facebook, twitter, and youtube, and the other is DMG Books Application which
allows the access of internet supporting platform and multimedia, such as text, photos, sound,
and video. Overall, DMG Publishing gives the importance on new media because there is no
limit in terms of time, places, and access, leading to keeping in touch with prospective
customers for a long time.
Part 3: Integrated Marketing Communication Procedures of DMG Publishing
DMG
1) DMG Publishing has employed six steps in running business. Step One, objectives
setting, is used to set objectives to raise awareness of communication objectives (Duncan,
2005 cited in Sukanda Panpetch, 2012), which directly affects readers and media (setting
customer-focused objectives) in terms of awareness, attitudes, and behaviors. Also, they are
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marketing objectives to help increase sales volume both in short and long terms and are able
to be measured in figures irrelevant to baseline or benchmark (Duncan, 2005 cited in
Sukanda Panpetch, 2012).
2) Identifying prospective customers using segmentation based on psychographic
segments (Duncan, 2005 cited in Sukanda Panpetch, 2012) is dividing customers based on
traditional belief and religion, and thus prospective customers are Buddhists with a wide
range of ages. Then, targeting, evaluating, and prioritizing groups of readers based on areas
of interests and open behaviors are processed (Duncan, 2005 cited in Sukanda Panpetch,
2012). Generally, DMG Publishing specifically considers readers’ interests in
“Contemporary Dhamma Book,” together with possible channels of communication to access
to prospective readers. According to an evaluation of prioritizing of DMG Publishing, it was
found that there were three groups of readers: (1) readers who have interests in Dhamma; (2)
social network membership; (3) authors’ fans who individually favor particular authors.
3) Analyzing SWOTs is done once a year in DMG Publishing. Based on an analysis,
it was found that strengths, weaknesses, opportunities, and threats were detected from the
dimension of brand relationship (Duncan, 2005 cited in Sukanda Panpetch, 2012). That is to
say, it is an evaluation based on feedback of readers and media. In terms of SWOTs, an
analysis is done a book by a book with the emphasis on a comparison of DMG Publish books
with other publishers’ books in the same areas of contents. Prioritizing SWOTs is done
based on realistic damages and realistic benefits in the time frame, which is a consideration
on seriousness and immediacy of book revising. However, cost in producing books was not
found as a factor in SWOTs.
4) Strategy development of the integrity of marketing communication of
“Contemporary Dhamma Book” is a way of strategy development combining initiatives and
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working experiences, which is called creative ideas, along with market communication
function and media (Duncan, 2005 cited in Sukanda Panpetch, 2012). Conversely, turning
back to White Ocean Strategy, it is initiative arising from marketing and administrative
experiences of Mr. Danai Chanchaochai, the executive of DMG Publishing, who makes use
of his experiences in running business.
5) Budget setting is processed after planning the integrity of marketing
communication of each contemporary Dhamma book is completed and it comes up with a
book cover. Marketing communication allocation is based on the consideration of the
administrative board because producing each book does not use the same amount of budget,
depending on prospective customers and different channels of marketing communication. In
principles, budget setting conforms to the process of marketing communication budget
allocations (Duncan, 2005 cited in Sukanda Panpetch, 2012). In some cases, DMG
Publishing receives supporting budgets from outside organizations.
6) The evaluation of the effectiveness of the integrity of marketing communication of
“Contemporary Dhamma Book” is a form of evaluating effectiveness giving a focus on the
role of continuous feedback (Duncan, 2005 cited in Sukanda Panpetch, 2012). DMG
Publishing derives feedback directly from readers as evidenced by clipping news and
information, and it also receives opinions and suggestions via channels of electronic
communication, records from registering, and sales volumes comparing to the duration of
popularity in competitive markets.
Acknowledgements
This master’s thesis entitles “Integrity of Marketing Communication Strategies of
Contemporary Dhamma Book” would not have been possible without the help of Dr. Unalom
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Chanrungmaneekul, my advisor and Asst. Prof. Dr. Chompoonuch Panyapairote, who gives
constructive advice for this thesis.
I am also deeply grateful to Mr. Danai Chanchaochai, the head executive of DMG
Publishing and his colleagues, namely Pee Bum, the manager of marketing and sales section;
Pee Machi, the manager of electronic market; Pee Yuth, the editor; and Golf Sung, an officer
in marketing and sales section, who always facilitates my data collection.
I would like to express my deepest gratitude to authors, namely Pee Tul (Dangtrin);
Pee Pom (Peetul’s sister); Pee Daeng (Montathip Khunnawatre); and Master Monk Mitsuo
Gavesako for so much time dedicated to my interview.
Besides, I am always indebted to my family members: Ms. Charintr, my mother; Mr.
Sophon, my father; Ann Niratcha, my sister; and Aui Itthipon, my brother, who give me
words of encouragements throughout my study.
Finally, my heartfelt thanks go to Assist. Prof. Doctoral Candidate Natcha Northong
and Dr. Kriangkrai Yaikhong , who inspire me to endeavor to fulfill my master’s degree.
References
Panpetch, S. (2012). Integrity of Marketing Communication Strategies of DMG
Publishing’s Contemporary Dhamma Book. Unpublished master’s thesis,
Burapha Univeristy, Chon Buri.