A Thai’s Perspective towards Ambient Advertising Strategy

Abstract

The present study considers the impression of 400 candidates in Thailand regarding ambient advertising strategy. Although, the terminology, “ambient” has been in the research for several years, the concept is not so well understood by the general Thai population. In order to clarify, the study introduced a survey, whereby people were asked initially if they knew about ambient advertising, some did, where as many were unaware of this type of advertisement. Once, explained, it was made clear that everyone has seen one or more of these forms of advertisements in the industry. Although the impact of ambient advertising has been studied in several parts of the world before, it has not yet been studied in Thailand, especially in terms of the generation gap that exists between generation X and Generation Y. The study was able to demonstrate that there is a significant impact of ambient advertising towards the perception and purchase intention of individuals with its limitations, such as a short-timeframe, it was able to demonstrate a brief relationship between ambient advertisement and consumer perception on the brand or product. It was found out that the impact on emotions, attitude, and the ability get attention were vital aspects of present-day advertisement. Although several, brands have yet to see the significance of ambient advertisement, many are already implementing it. Sooner or later, the consumers are desiring for more creativity, more uniqueness and more attention getting factor for their advertisement, as many of the respondents have claimed that the traditional advertisement strategies such as television, radio, billboards and etc., are dying.