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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Product Placement in Sitcom Drama as the Challenged Marketing Communication Tools: A Case Study of "Pen Tor" Thailand Tortrakool Ubolwatra Ph.D. Kasembundit <strong>University</strong> , Bangkok THAILAND Email : tortrakool@yahoo.com Topic of the Submission : Advertising 143
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Abstract Product Placement in Sitcom Drama as the Challenged Marketing Communication Tools: A Case Study of "Pen Tor" Thailand Tortrakool Ubolwatra Ph.D. Kasembundit <strong>University</strong>, Bangkok THAILAND Nowadays, product placement became one of marketing communication tools which was increasingly popular in Thailand especially in sitcom drama. There were several forms such as set and prop in sitcom, characters’ holding and touching product or actors in each scene, or embedding product placement in sitcom script. The objective of this study was to study effects of product placement on brand recognition in sitcom drama "Pen Tor" which was broadcast more than 7 years, which was one of the most favorable sitcoms and which was the pioneer using product placement. Questionnaires were used to collect the data from 600 samples who were the target of this sitcom drama. There were 38 brands of product and service displayed as the product placement in sitcom drama "Pen Tor”. The samples had to choose 38 brands of products and services and each one had three choices of the same types but different brands and to consider which brands had displayed in sitcom drama "Pen Tor". The findings found that the samples could identify a few brands which were well-known in the market such as Honda, Coca Cola, BRAND’S Essence of Chicken, Singha and Thai Insurance. Consequently, marketing communication via product placement might not be suitable for launching new product because their advertising costs were too high but their results were not. Product placement should be only as the role of supporting more than being the major way of marketing communication for launching new product in the market. Background and Significance of the study In Ancient Greece and Ancient Rome, advertisement has occurred for the first time. In those periods, promulgation is used for advertising which is considered as the first form of advertisement. Later, engraving, writing and signboard are on the wall at public places and in front of shops. When printer is invented, many forms of advertisement such as newspaper, handbill and poster are widely used. Advertisement is developed continually because the growth of population, transportation, industry and new invention. Moreover, advertising agency has set up. In Thailand, advertisement starts around Ratanakosin period by H.R.H. Prince Burachat Chaiyakorn, who is known as the “Father of Advertising in Thailand”. H.R.H. Prince Burachat Chaiyakorn has adapted the pattern of British Railways’ advertisement into State Railway of Thailand and other organizations successfully. Consequently, H.R.H. Prince Burachat Chaiyakorn has established the local advertising agency as Siam Advertising Co., Ltd. because he believes about the usefulness of advertising; moreover, Nai Lert is also the first advertisement of Siam Advertising Co., Ltd. Therefore, Siam Advertising Co., Ltd can be acclaimed as the sign of the prosperity of advertising in this period because many people are interested 144
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