(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
in advertising business broadly. However, Thai Advertising is interrupted by the
Second World War. After that, Thai Advertising is gradually developed once again.
(The Advertising Association of Thailand, 2004)
Nowadays, advertising is one of the five important marketing communication
tools which are in marketing process. (Kotler & Armstrong, 2004) Accordingly,
consumers can watch numerous advertisements on many kinds of media. Particularly,
television the most famous media for advertising costs highly in advertising. In the
present, many advertisements are on television, so consumers are not any more
excited with those advertisements. Moreover, consumers can choose to watch any
channel they want through their remote control. Consumers are bored with the same
old advertisement; thus, advertisers have to create their advertisement to be more
interesting and tactfully. In doing so, these advertisements can make consumers feel
more comfortable to watch, and they can remember brands of products through these
various advertisements.
According to the high competition of advertising market these days,
consumers can watch many advertisements from many media. Consumers are
sometimes confused, bored and annoyed with these advertisements; therefore,
consumers avoid receiving any information from advertisements in many ways, for
instance, they do not read and they skip those advertisement pages. Otherwise,
consumer will change to watch or listen something else when advertisements are on
their radio and television. Because of these circumstances, advertisers are worry about
the effectiveness of these kinds of advertisement might be reduced. For that reason, it
is necessary for advertiser to searching for new form or new trend for advertisement
which is the tool that can send a message repeated several times. (Seri Wongmontha,
1997) Accordingly, ads placement arises. Ads placement is the form of advertisement
that brand of goods and services are placed on television such as soap opera,
television show or movie. It is for making consumers watching and remembering
goods and services unconsciously. This strategy of advertisement may increase more
circulation of goods and services which are employed product placement in movie or
soap opera.
At the present time, the form of ads placement which is widely used is
“Product Placement” which starts with placing products on scenery such as graphics,
billboards and product’s logo in final list. Loose spot is also a kind of product
placement. Not only placement on various objects such as scene shop, restaurant, bus
stop but also placement on person, for instance, characters that wear logo t-shirt were
another kind of product placement. In addition, brands and products are producer
themselves, which is also a product placement.
These forms of product offering and service on media are the reflection of the
distinguish intention of advertisers. For doing this, advertiser can create advertisement
that direct to the target group very neatly. Therefore, these can make consumers do
not feel that they are too stimulated and pushed to purchase products. Advertiser also
wants consumer to understand and know about the quality of products through these
forms of advertisement. Therefore, product placement on television is the value
increasing of product, and it is also a good brand contact with consumer. Besides,
product placement in television can also specify the character who can use product for
instance, which main characters can use or hold products for making good image to
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