PERCEPTIONS AND PRODUCT RECOGNITION BY INTEGRATED MARKETING COMMUNICATION OF TEENAGERS IN NAKHONRATCHASIMA PROVINCE: CASE STUDY OF M-150 ENERGY DRINK

Abstract

     This research was a survey to determine perception and recognition capabilities, integrated marketing communication of the M-150 with a drink in Nakhon Ratchasima Province. Questionnaires were used to gather data from 389 respondents, aged 16-22 years, dual male and female in Nakhon atchasima Province. The results were analyzed using parametric statistical techniques and One Way Analysis of Variance. The results obtained show as followings: 1) the perception of M-150 through integrated marketing communications, (IMC) has been recognized through special events, activities; the first, concert “M-150 Power Concert” as music marketing through special events; followed by the second, advertising, “The Better World” by the perception of the famous singer “Toon Body Slam”; the third, promotion, “Distribution of Gold” by the perception of this activity for the entire country, and 2) Retention of M-150 through IMC; most of the respondents recognized name, logo, trademark, and presenter; respectively. The result showed that respondents absorb them from the commercial advertising, “The Better World.”