ADVERTISING STRATEGIES OF CHINESE LANGUAGE PROGRAM: KIDS ACADEMY INTERNATIONAL SCHOOL BANGKOK

Abstract

The objective of this study was (1) to investigate the advertising strategies used via online media to promote the Chinese language program in an international school. (1.1) To determine the advertising messages used to promote the Chinese language program in an international school. (1.2) To determine the advertising presenter used to promote the Chinese language program in an international school. (2) To explore effectiveness of advertising strategies used by an international school to promote the Chinese language programs, in terms of parents’ decision making after being exposed to advertising messages and presenters. In this qualitative and exploratory research, both in-depth interview and content analysis data collection were analyzed to fulfill research objectives. Research findings of advertising strategies have heavily indicated the presenter and advertising messages, and Media effect theory have successfully applied to the study.