PRESS CONFERENCE ON "TAXI AD STUDY 2002".
In a highly competitive business atmosphere it is generally accepted that advertising is an important and necessary tool that entrepreneurs and executives must employ to maintain their edge in promoting sale of goods and services produced by them. Advertisements work as an interactive medium for communication between sellers and buyers and companies and customers. So, the business proprietors and corporate managers must think seriously about their advertising strategies including allocation of budgets, screening of texts and pictures, employment of reputable agencies etc. to achieve optimum results. The Moving Ad Co. Ltd. is the first agency in Bangkok to use taxis as the advertising medium, and the research was designed to study people's reactions and responses, and their views and opinions on advertisements carried by taxis including the effectiveness, advantages and benefits of this new mode of advertising. The people living in eight selected areas were targeted which included Victory Monument, Maboonkrong, Wongvien Yai Ladprao, Banglumpoo, Pin Klao, Bang Na and Bang Kapi. Data were collected through personal interviews and questionaire forms and these were presented in the form of frequency tables, cross tabulation figures and graphs for viewing by interested partres. Data analysis reveals that the results of the survey were as follows. Of the total respondents 89.4% saw the taxi ads and of these 89.9% were male and 88.8% female. According to age groups the figures were 88.7% below 20 years, 94% between 21-30, 89.2% between 31-40 and 85.4% above 40 years and according to educational background they were 85.3% below bachelor, 93.4% bachelor and 97.5% above bachelor levels etc. The advertising effectiveness ratings were: TV 29.2%, Newspapers 16.1%, Taxi Ad 11.6%, Billboard 81%, Aircon Bus 7.9%, Sky Train 7.3%, Bus Stops 7.0%, Bus 2.8%, and Other 0.3%. The future of taxi advertising looks bright as more and more vehicles are seen carrying pictures and scripts as they cruise and flit around the streets of Bangkok. Reported by A. Kampee T. Quote. Civilized society is perpetually menaced with disintegration through this primary hostility of men towards one another. Sigmund Freud. |
A. Preecha M. Director of the Research Institute of Assumption University greets the guests while the movie star and MC Miss Arissara K. announces the programme.
Mr. Chokechai B. Managing Director of the Moving Ad. Co., Ltd., Ms. Arissara K. and A. Preecha M. being introduced to the audience at Sofitel Hotel on December 3.