SIAM COMMUNICATION REVIEW

Production Process of “Subaru Forester EP4 GT Edition featuring Tyen Rasif” as Video On Demand Advertisement and Commercial Media Remake Strategy for Subaru Asia

Sakkra Paiboon — 2024-05-01

This academic article aims to present the production process of “Subaru Forester EP4 GT Edition featuring Tyen Rasif” as Video On Demand Advertisement and Commercial Media Remake Strategy for Subaru Asia. The research team utilizes the reproduction concept of Post-modern Remake to analyze the resulting creative production of this advertisement.

The framework stems from contemporary media consumption, the concept of commercial media reproduction strategies, and the concept of Video On Demand to repeatedly affirm brand representations. The utilization of formulaic remake and the adjustments to certain elements, such as the storytelling methods, settings, or specific characteristic essences, altogether can affect the audience and consumer groups of the post-modern era whose current consumption behaviors has the power to control the media via play, pause, skip, or rewind to a specific point and media reproduction that has been calibrated to suit the local audience with new editing, spoken dialogue, and texts in native languages.

The key factors found in the production process are the strict framework that adheres to time and limited space; the limited production flexibility requires detailed and precise communication between the production team, actors, and the brand or commissioner while simultaneously, considering how current viewers now have playback controls over the digital media they consume has influenced the planning of content editing, which greatly differs from the television media.

The achievement of classroom’s Project Based Learning (PBL) associates with outside organization to meet the requirement of desired graduate: A case study of CaZa TV Program Production

Methaporn Musikapal — 2024-05-01

The achievement of classroom’s Project Based Learning (PBL) associates with outside organization to meet the requirement of desired graduate: A case study of CaZa TV Program Production, is the academic article that aims to summarize the lesson learned from the student TV program production. The project arose from the collaboration of Faculty of Communication Arts, Kasem Bundit University, and Thai Health Promotion Foundation (ThaiHealth). TV programs production were created to promote social well-being, physical and mental health capability, and health literacy, which are fundamental factors of peaceful society. Under the concept of entertainment TV program, the information on dangerous things and addictive substance, which are risk factors for teenager, were joyfully presented together with pointing out how dangers and disadvantages they are. The program also recommended behavior modification and other creative activities to help the target group avoid jeopardy. The project working group employed Integrated Learning Management concept by using CaZa TV Program Production project as a base to develop learning achievement for bachelor degree student. The TV program, consists of ten 15-minute episodes, were broadcast through online media and ThaiHealth cable TV network (Cable 37HD, Close Friend Station for Health, and YouTube Channel)

The achievement of learning via CaZa TV program production project demonstrates development in many aspects. Apart from students performance in TV program production, they receives various learning and thinking skills which are 1) topic thinking skill 2) associative thinking skill 3) analytical thinking skill 4) critical thinking skill 5) creative thinking skill 6) fast learning ability 7) ability to identify problem, understand social contexts, and profoundly present 8) ability to create knowledge and realize necessity of conflict resolution 9) ability to apply communication arts knowledge to lead society in appropriate way. Student also learn. Besides, students learn to do research and development, creative thinking for value added and value of the work, the combination of knowledge from searching and self-learning. ‘Value’ of the work in this project refers not only to the price of student’s creative work broadcasting, but also ‘emotional value’. Student develops 21^st century learning skills such as intelligence quotient, emotional quotient, moral quotient, social quotient, creative thinking, and communication technique, etc. Furthermore, the educational collaboration with outside organization is a convergence of personalized learning process and structural cooperation creating between learner, teacher, curriculum, and budget support from cooperation network outside organization, to drive the process systematically.

The format of surrogate advertising for the alcohol industry in Thailand

Sermsak Khunpol — 2024-05-01

This qualitative research is aimed at studying the format of surrogate advertising for the alcohol industry in Thailand. Data were collected from 52 advertising agencies and 13 key informants, such as advertisers, marketers, lawyers, and psychologists. The results revealed that the surrogate advertising for the alcohol industry in Thailand comes in four forms: advertised through the organization; advertised through new non-alcoholic products; advertised through other products, services, or activities; and advertised through the cooperation of the product owner with other partners. The advertiser will bring the physical component and the abstract elements that are the soul of the goods. The essence of the brand and the brand extension of the original product Let's create value in the feelings of customers. And brand credibility is not established until the created brand can communicate with consumers through advertising media so that they recognize that brand as if they were watching an advertisement for the original product or the main product of that brand.

The Process of Acting Coaching for Lukkrung Singers Using the Principles of Lee Strasberg and Sanford Meisner

Sirichuta Rugchartcharoen — 2024-05-01

This article is a research article about the process of acting coaching for Lukkrung Singers using by the principle of Lee Strasberg and Sanford Meisner. The purposes are to finding the guidelines for the acting coaching and practices appropriate for expressing feelings through songs for the singers and to enable the researcher(s) to profoundly study the acting coaching processes for the singers. This research study was conducted by the researcher(s) as a acting coach for the singers, and it studied five sampled singers with the following qualities: 1) having any gender, 2) being 18 years or older, 3) having a good singing skill and 4) desiring to improve their potentials for expressing feelings through songs. The teaching plans were designed by the researcher(s) by mainly applying the practices of Lee Strassberg and Sanford Meisner for the samples to practice. There were 12 sessions. Each session was three hours. After the samples studied according to all of the teaching plans, a concert(s) was held as a part(s) of the thesis in order to show experts as well as to obtain suggestions and questionnaires returned from audiences for evaluations. According to the findings, it was found that the practices and principles of Lee Strassberg and Sanford Meisner used by the researcher(s) could effectively improve the singers. However, these were dependent on the learners' open-mindedness and desires to improve themselves because these desires would drive them to use all of their abilities and improve themselves very effectively. Additionally, these were also dependent on the singing skills of the learners. The learners should have good singing skills in order to improve further because they would easily have conditions that were called wrong concentrations if they were still concentrate on their singing skills

The Development of Digital Content for Public Relations Service Information of King Chulalongkorn Memorial Hospital by Avatar Presenter

Pornpapatsorn Princhankol — 2024-05-01

The purposes of this project were to develop and evaluate the quality of digital content for public relations service information of King Chulalongkorn Memorial Hospital by avatar presenter. To evaluate the perception and satisfaction of the sample towards digital content developed . Tools used comprise of 1) digital content for public relations service information of King Chulalongkorn Memorial Hospital by avatar presenter 2) a questionnaire to evaluate quality of content and media presentation 3) a questionnaire to evaluate sample perception 4) a questionnaire to evaluate sample satisfaction. Data were collected from a sample group who received services in King Chulalongkorn Memorial Hospital by purposive sampling, 30 people who have watched digital content and were willing to answer the questionnaire. The results of the evaluation by experts found that there was a content quality assessment result at a very good level (𝑥̅= 4.63, S.D. = 0.49) and the media presentation assessment was at a good level (𝑥̅ = 4.28, S.D. = 0.61). The perception evaluation results from the sample group was at the highest level (𝑥̅ = 4.69 , S.D. = 0.44) and the perception evaluation results from the sample group was at the highest level (𝑥̅ = 4.65 , S.D. = 0.54). Therefore, the digital content for public relations service information of King Chulalongkorn Memorial Hospital by avatar presenter , can be used with quality.

Presentation of the identity and behavior of using the Tik Tok application of youth in Nonthaburi Province

Uayporn Panich — 2024-05-01

This research is survey research with the objective of 1. To study the behavior of youth watching the Tik Tok application in Nonthaburi Province. 2. To study the behavior of using the Tik Tok application of youth in Nonthaburi Province. 3. To study the self-presentation of youth in Nonthaburi Province 4. To study the relationship between viewing behavior of Tik Tok application and the self-presentation of 400 youths in Nonthaburi Province Tools used Data collection was a questionnaire, statistics used in the research were percentage, mean and Pearson correlation coefficient. which were processed by using a statistical package.

The results showed that the majority of the samples were 15-19 years old, with a bachelor's degree or equivalent, with an income of less than 10,000 baht. The most various is Tik Tok using the heart function. Access more than 10 times/day during 21.01-midnight, using the duration of watching various clips from the Tik Tok application is 1-3 hours per day and has the purpose of using the app. Tik Tok application (Tik Tok) for entertainment Relax and relieve stress as much as possible.

The overall behavior of using the TikTok application (TikTok) was at a moderate level (mean 3.00), using it for the most enjoyment (mean = 4.45), followed by the application. tik tok during their free time (mean = 4.25) and the least is to use the tik tok application to communicate with the general public (public) (mean = 2.41).

The overall self-presentation on the TikTok application (TikTok) was low (average 1.91), with content creation (Content) to create a stream (Viral) for themselves the most (mean = 2.51) Followed by posting personal video clips or photos in the Tik Tok application. for the general public to appreciate that she is beautiful Cool and give likes (mean = 2.48) and the least is presenting yourself on the TikTok application to sell things online (mean = 1.87).

Hypothesis test results Watching behavior of Tik Tok application correlated with identity presentation of youth in Nonthaburi province. Youth in Nonthaburi Province had a statistically significant relationship at the 0.01 level, thus according to the hypothesis. And it's a positive correlation, meaning that the samples with the most exposure to the Tik Tok application have more exposure. and on the contrary If the sample group had less exposure to the Tik Tok application, there would be less self-presentation, but the aforementioned relationship was high.

The Development of Music Video for the Faculty of Industrial Education and Technology Presenting by Nano Influencers

Kuntida Thamwipat — 2024-05-01

The purposes of this research were to 1) develop a music video for the Faculty of Industrial Education and Technology presenting by nano influencers, 2) assess the quality of the music video for the Faculty of Industrial Education and Technology presenting by nano influencers, 3) evaluate the perception of the sample group, and 4) evaluate the satisfaction of the sample group towards the music video for the Faculty of Industrial Education and Technology presenting by nano influencers. The research tools used include 1) the music video for the Faculty of Industrial Education and Technology presenting by nano influencers, 2) an evaluation form for content and media presentation quality, 3) a perception assessment form for the sample group, and 4) a satisfaction assessment form for the sample group.

The study sample consisted of first-year students in academic year of 2023 from the Faculty of Industrial Education and Technology, King Mongkut's University of Technology Thonburi. The sampling method used was simple random sampling from students who had previously viewed the music video for the Faculty of Industrial Education and Technology presenting by nano influencers and willingly responded to the questionnaire, totaling 50 people. The expert evaluation results indicated that the content quality assessment was at a good level (x̅ = 4.50, S.D. = 0.44), the media presentation quality assessment was at a very good level (x̅ = 4.72, S.D. = 0.43), the perception assessment of the sample group was at the highest level (x̅ = 4.90, S.D. = 0.30), and the satisfaction assessment of the sample group was at the highest level (x̅ = 4.88, S.D. = 0.32). Therefore, the developed music video for the Faculty of Industrial Education and Technology presenting by nano influencers was considered applicable.

The Forms and Narrative Techniques of Vertical Music Videos

Thanapol Chaowanich — 2024-05-01

The forms and narrative techniques of vertical music videos is a qualitative research aimed at explaining the narrative forms and techniques, as well as the use of visual language to convey the meanings of vertical music videos. The study found that Thai vertical music videos have both narrative-focused formats through various activities on the smartphone screen and develop into stories in music videos to match the viewing on the vertical smartphone screen. In terms of using visual language to convey meaning in vertical music videos, it was found that when the frame is changed from horizontal to vertical, the way of thinking about arranging elements in vertical videos also changes. This includes the placement of people and objects in the frame, the size and distance of the image, the amateur filming style, and the presentation of character conversations through smartphone applications. The aesthetics of filming and space management in vertical frames continue to open areas for researchers to explore, study, and synthesize into knowledge in the future.

The Effective of TikTok Advertising to build Awareness: Icedea Stuido nail&eyelash Hatyai TikTok Channel

Kritsadakan Chumpol — 2024-05-01

This study is to compare the content of different forms of advertisements obtained from information sources or from inquiries from icedea studio nail and eyelash extension service users Icedea Studio nails&eyelash Hatyai. Increase sales for the store As for the content of short video advertisements, there are 2 formats, 2 content (Content), namely 1.) story-based video ads, 2.) video slideshow ads, and 2 contents (Content). Including 1.) Story video ads by regular timed advertising 2.) Carousel video ads by regular timed advertising by comparison Content format (Content) video advertisements with a story and video advertisements with a slideshow at regular intervals. It was found that content format (Content) video advertisements with a story. Has a higher number of views Carousel video advertisements at regular intervals, but the content format (Content) carousel video advertisements able to generate higher sales.

Using legal measures as a preventative measure to lessen cyberbullying behavior

Tassnee Domkerngsak — 2024-05-01

This research used both quantitative and qualitative research methods. Quantitatively, 400 questionnaires were used, with the target group being both male and female youth between the ages of 17-19 years or currently studying at the high school level. Vocational education (Vocational Certificate and Vocational Certificate) at educational institutions in Bangkok. And in the qualitative research section, the researcher used the analysis of documents related to Thai and foreign laws. and analyze media used in campaigns to reduce bullying by various organizations with the purpose of this research to study cyberbullying behavior. Cyberbullying To study guidelines for preventing cyberbullying. Cyberbullying and to analyze legal measures regarding Cyberbullying Comparison between Thai law and foreign law

The results of the research revealed that the sample group had cyber-bullying behavior in the following areas:

In terms of scolding (Flaming), it was found that the sample group had the most cyberbullying behaviors. I used to set up groups with my friends to discuss other people's issues through social media.

Sending harassing or defamatory messages (Denigration) found that the sample has the behavior of posting comments or sharing messages / images / news videos from various pages without much fact checking.

In terms of deleting or blocking others from the group (Exclusion), it was found that the sample pressed the report (Report) of others that they did not like. Until causing the Facebook account of that person to be suspended the most.

Regarding the disclosure of secrets or personal information of others (Tricky), it was found that the sample had the behavior of recording private conversations with friends and posting them on social media without the consent of most friends.

Impersonation (Impersonation) It was found that the sample used the account of others to bully through social media the most.

The subjects had feelings of cyber-bullying. in various fields as follows:

In terms of scolding (Flaming), it was found that the respondents were the most harassed in cyberspace. used to gossip through social media Sending harassing or defamatory messages The Denigration study found that the most subjected to cyberbullying was when embarrassing still images/videos were taken by others and criticized on social media.

Regarding the disclosure of secrets or personal information of others It found that the sample had been captured by a friend in a private conversation and posted it on social media without their consent.

Impersonation (Impersonation) It was found that the sample was harassed for using their name/personal information without consent (such as name-surname, telephone number, e-mail address, etc.).

The researcher found that there were 5 behaviors in the form of cyberbullying, which were analyzed by the legal measures of Thailand and applied to such behaviors. Found that Thailand does not have a law that clearly came out to solve the problem of cyberbullying. Although there are laws in the country that can be fined. Sections 326, 328 and 393 of the Criminal Code, the Computer Crimes Act B.E. 2007 (Revised 2017) and the Personal Data Protection Act B.E. 2562, however, may be difficult to interpret. The lack of coverage resulted in the lack of an element of the offense. making it unable to be applied in cyberbullying behaviors.

Study the legal measures in the policy related to cyber harassment from the United States. By being defined as a policy measure to prevent cyberbullying in the National Education Act that is the master law. for educational institutions to adopt the measures provided in the National Education Act to determine as a measure of the educational institution and send it to the Ministry of Education for examination and should study Canadian cyber-bullying laws in particular. to draft a law on cyberbullying in Thailand and establishing a cyber-bullying agency with the task of investigating complaints and eliminating initial complaints to reduce the burden of courts. In addition, Thailand should have guidelines for issuing insurance products in the same way as Japan, "Bully Insurance" by adding in the matter of cyberbullying into insurance.

Strategic Integration of Innovative Technologies: Shaping the Future of Hybrid Events

Pakamon Sasatanun — 2024-05-01

The landscape of event marketing underwent a transformative shift amidst the COVID-19 pandemic, leading to a surge in hybrid events combining in-person and virtual dimensions. This research explores "Strategic Integration of Innovative Technologies: Shaping the Future of Hybrid Events" delving into hybrid event advantages, pragmatic marketing strategies, data collection, and technology's pivotal role. Objectives include evaluating strategy effectiveness, identifying optimal integration, scrutinizing audience engagement, and forecasting trends. Leveraging primary survey data and secondary sources, including industry reports and academic literature, the findings highlight participant satisfaction and suggest continued evolution. In conclusion, the paper offers a comprehensive overview of hybrid event marketing strategies, providing practical insights and recommendations for navigating the ever-evolving landscape.

Communication Patterns and Adjustment to the new culture among Asian and African who living at Elverum Kommune in Norway

Chatchanok Singhasri Eriksen — 2024-05-01

The aim of this study was to study the differences in communication patterns in Norwegian and the adaptation to a new culture among Asians and Africans who living in the Elvarum community in Norway. The target group for this study was 400 foreigners from different cultures, including 200 Asians and 200 Africans. Using a questionnaire as a tool to collect data. The various theoretical concepts which are applied in the study included : how to learn the Norwegian language, culture shock, cross-cultural communication and the state of entering a new culture that shows the situations the target group encountered and how they adapted to the new Norwegian cultural environment.

The results of the study concluded that most of the 2 sample groups faced the situation of entering to a new culture. But for English communication and international communication, it was found that Most Africans were more knowledgeable than Asians. About adapting to a new culture, it was found that most Asians married local people. Then as a result to the lifestyles of Asians, are closer to and more benefit from local people than Africans. However, both groups of the study need to learn more Norwegian, in order to be better in Norwegian language while communicate with people living in this country.

The Development of Digital Content Set on an Online Platform for Public Relations Global Competence Development Centre (KMUTT GCDC)

Pornpapatsorn Princhankol — 2024-05-01

The purposes of this research were 1) to develop and evaluate the quality of the digital content set on an online platform for public relations Global Competence Development Centre (KMUTT GCDC) 2) To evaluate the perception of the sample group ,and 4) To evaluate the satisfaction of the sample group towards the digital content set on an online platform for public relations Global Competence Development Centre (KMUTT GCDC). The tools used in the research were 1) a set of digital content on an online platform for public relations KMUTT GCDC. 2) Quality assessment form in content and media presentation 3) Sample perception assessment form 4) Sample satisfaction assessment form . The sample group used in this study included people who clicked like on the Facebook page KMUTT GCDC SALC, which were obtained from simple random sampling, who were willing and voluntary to cooperate as volunteers. and an experimental sample of 50 people, the results of which were evaluated by experts found that the content quality assessment result was at a very good level (𝑥̅ = 4.79, SD = 0.41). The media presentation quality assessment result was at a very good level (𝑥̅ = 4.75, SD = 0.44). The perception of the sample group was at the highest level (𝑥̅ = 4.61, SD = 0.60) and the satisfaction evaluation result of the sample group was at the highest level (𝑥̅ = 4.72, SD = 0.49). Therefore, the digital content set on an online platform for public relations of the Global Competency Development Center (KMUTT GCDC) developed could be used practically.

Communication behavior via online social networks and perception on the rights according to the Elderly Person Act, B.E. 2546 among the elderly in Bangmueang subdistrict municipality, Mueang District, Samut Prakan Province

Sasiphan Bilmanoch — 2024-05-01

The purpose of this research is to study communication behavior via online social networks and perception on the rights of the elderly according to the Elderly Person Act, B.E. 2546 among the elderly living in Bang Mueang Subdistrict Municipality, Mueang District, Samut Prakan Province. It is a quantitative research study, using survey research methods and collecting data with questionnaires from a sample group of 400 people who aged 60 years and over. The results of the research can be summarized as follows :

Demographic characteristics found that the sample consisted of more females than males, accounting for 54.50 percent and 45.50 percent, respectively, and most of them were in the age range of 65 - 69 years, accounting for 49.00 percent. The sample had a high school education/vocational certificate. The highest number was 24.25 percent and most had general employment occupations, accounted for 31.75 percent. Most of the sample group had an average income of 5,001 - 10,000 baht per month, accounted for 34.00 percent, and most had marital status, accounting for 51.70 percent. The perception on the rights of the elderly of sample group calculated as 100.00 percent.

Communication behavior via online social networks found that most of the sample group exposed to information about the rights of the elderly from the online social network Facebook, accounted for 43.50 percent and most of them using mobile phones or smartphones as the device for opening up to online social networks, representing 67.75 percent. The time when most of the sample communicated via social networks was between 11 : 01 a.m. – 3 : 00 p.m., representing 36.75 percent. Most of the sample had a frequency of using the online social network. more than 5 times/week, accounted for 48.50 percent. The time period that most of the sample spent exposed to online social networks was approximately 1 - 2 hours/time, accounting for 49.25 percent. The majority of the sample had the main purpose of using online social networks to contact family/friends, acccounting for 29.25 percent.

Perception of information on the rights of the elderly according to the Elderly Person Act, B.E. 2546 (16 aspects). It was found that the sample group had overall awareness of rights at a high level (average 3.56). The perceptions of the rights of the elderly can be divided into 4 levels : 1) the highest level of perception (The sample group had perceived in 4 aspects : Right to medical service, Right to receive living allowance assistance, Right to receive vehicle fare assistance and Right to receive help from being abused) 2) High level of perception (The sample group had perceived in 5 aspects : Right to be safe in buildings, Right to travel, Right to self-development, Right to receive education and Right to exempt the entrance fees to government places) 3) Moderate level of perception (The sample group had perceived in 3 aspects : Right to receive housing arrangements, Right to funeral arrangements, and Right to occupation) and 4) low level of perception (The sample group has perceived in 4 aspects : Right to receive advice in cases, Right to income tax deduction, Right to Elderly Fund, Rights to receive convenience in visiting various places)

The Analysis of Content Design for Digital Marketing Communications: ‘Thailand NK Corn’ Facebook Fanpage

Siyaporn Techakaew — 2024-05-01

This research was an experimental study on the analysis of content design for digital marketing communications: ‘Thailand NK Corn’ Facebook Fanpage. The research objectives were as follows: 1) To develop mock-up content for a content marketing format that effectively stimulated the target audience's interest in viewing the content, 2) To study the presentation of content marketing through mock-ups, aiming to stimulate interest by presenting content format to reach a broader target group, and 3) To provide suggestions for developing content for the 'Thailand NK Corn' Facebook page.

Data was collected by creating mock-up content in a 12-month calendar format, amounting to 28 pieces of content. This was done to conduct in-depth interviews with farmers who specialize in feed corn cultivation. The data collection spanned from September 1, 2022, to July 31, 2023, totaling 11 months. To compare the effectiveness of the actual content creation, the researcher posted sample content that most farmers preferred from the mock-up content on the ‘Thailand NK Corn’ Facebook fan page. The data collection included the release of two video content pieces. The experimental results indicated that creating mock-up content for content marketing in the form of video clips that tell stories with key farmers as the central presenters, and using a presentation style that emphasizes farmer engagement. This approach can encourage the user group to become co-creators of content. Involving key farmers in content creation, such as including Q&A segments at the end of clips and collaborating with well-known local farmers can attract more viewers. It's evident that engagement through likes, comments, and shares on the page increased, and content can be created for advertising campaigns on the page in the future

A Study of exposure behavior, utilization and satisfaction of users of the Department of Agricultural Extension Facebook

kulkanist sensomboon — 2024-05-01

The purpose of this research is to study media exposure behavior utilization and satisfaction of the users of the Department of Agricultural Extension Facebook. The sample group was 400 Facebook followers of the Department of Agricultural Extension. This research was a quantitative research, and using online questionnaires as a tool for collecting data. The statistics used in data analysis are percentage, mean, and standard deviation.

The results of the research found that most of users of the Department of Agricultural Extension Facebook were aged between 31 – 40 and majority working as government officer followed by farmers. Most of them followed the Department of Agricultural Extension Facebook 1 - 2 days a week and the spending time of using was less than 15 minutes during 16.01 - 20.00 pm. In this regard, the majority of the sample group's Facebook users behavior was to receive agricultural news in every aspect and to receive warning news about problems in the agricultural sector. Most of the user's utilization is to receive information about the advancement in agriculture to apply knowledge for their own career/work and then make decisions about participating in activities/projects. For the satisfaction of users, most of them satisfied with the content and the most reliable information

The Effectiveness of Digital Marketing Communications Promoting the Sale of Drinks Blended with Plant-based Milk (Plant-based Milk), of Mitr Roast x Brewsters Coffee Business

Nitid Noinart — 2024-05-01

The effectiveness of digital marketing communications promoting the sale of Plant-based Milk drinks is being studied. A case study of Mitr Roast x Brewsters coffee shop to study the effectiveness of advertising campaigns on online platforms. On the coffee shop's Facebook Fan Page platform to create awareness among the target group (Awareness) and press follow To make the store have an identity And become more widely known through participation and to study consumer needs in creating advertising campaigns through online platforms that can be adapted to suit the brand. To make it even more memorable and can increase sales for the coffee shop in the future. This research is experimental research by collecting data from an advertising campaign on the Facebook Fan Page platform to measure the effectiveness of Making an advertising campaign There were a total of 5 advertising

Research has shown that different advertising campaign formats produce different results. In making each campaign, it is necessary to understand the target audience in order to create advertising campaign content that needs to be communicated or distributed in a way that is interesting, attractive, and able to create recognition and awareness for the brand. The campaign that generated the best engagement in the researcher's research was the "ASMR" campaign, which was the campaign that outsiders came to like, share, and engage with and attract the most customers. All 5 campaigns that the researcher conducted also made the Facebook of the Mirt Roast x Brewsters coffee shop increase in the number of followers following the page as well.

Digital Marketing Communication Strategies to Analyze and Promote Sales through Facebook Channels for Ultra Engineered Wood Flooring Products of O2E Supply Co. Ltd.

Kunacha Yodmongkol — 2024-05-01

This research project delves into the analysis and enhancement of digital marketing communication strategies aimed at promoting sales through Facebook for O2E Supply's Ultra Engineered Wood Flooring product. The study focuses on assessing the effectiveness of advertising campaigns on Facebook in generating awareness and engagement among two distinct target groups – Generation X (ages 33-47), characterized by an affinity for aesthetically appealing products, and Generation Y (ages 18-32), characterized by a preference for unique and comfort-enhancing items. The project also investigates strategies to further entice customer visits to O2E Supply's showroom by utilizing monthly customer data. Conducted as qualitative research, the study involves analyzing collected data and contextualizing events while drawing comparisons across all six advertising campaigns.

The research adopts a qualitative approach, analyzing data to interpret and describe event characteristics, as well as making comparisons based on the six advertising campaigns. The campaigns are divided into two formats: Educational (aiming to inform) and Emotional (aiming to evoke sentiment), both directed at the two target groups through Facebook. Data is collected and compared from both target groups' visits to O2E Supply's showroom over a three-month period: January, February, and April of 2566 B.E. (2023 CE).

The study reveals that the advertising formats effectively captivated the target groups, aligning with the provided reference data. Regarding showroom visits, it was observed that customer visits were congruent with the monthly data. When segmenting customers by Generation, it was discovered that those visiting O2E Supply's showroom predominantly belonged to the late Gen Y or early Gen X groups. Consequently, the brand must use this information to tailor campaign content, whether visual or textual, to effectively communicate with this demographic and propel future sales of Ultra Engineered Wood Flooring.

THE CREATIVE PROCESS DEVELOPMENT OF BAAN TOOKATUN THAI PUPPET’S SHOWS

Tharadon Kaewthiprak — 2024-05-01

The article objective of research for studying the developed concepts and the process of creating puppet shown by Baan Took Katun Thai Puppet team. According to qualitative research by consulting the information and insight interview from authentic and discussions with experts for approved information.

The research results show that the puppet show of the Baan Took Tun Thai Puppet group has a concept that create from Professor Chusri (Chum) Sakulkaew who is national Artist in the Thai Puppetry Art Department and transfer their knowledge and experience of puppets and traditional puppetry art. Then expanded and developed by creating new puppets and performance styles that related to the story of the shown can be divided into 3 parts 1.) beginning part, has traditional Thai puppetry styles and methods of puppet was recreated with a design that could move the fingers and neck. The content presented is a traditional script like the Fine Arts Department. 2.) fundamental part, they had developed puppets from the original structure went through a process of studying techniques from various types of puppets both original and foreign by designing the puppets to be appropriate for the story. The puppet can blink its eyes, move their mouth, and move their hands. The content presented came from Thai masterpieces of literature and for the last part is 3.) Innovative part, puppets are created using 3D printing technology and various innovations combined until creating a performance style that is unique to Baan Took Tun Thai Puppet House The content presented is both from existing literature and newly created to suit the times. Most of them present stories about Buddhism.