PERFORMANCES AND MEASUREMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC) OF ADVERTISERS IN THAILAND

Somphol Vantamay

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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

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