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Exploring the success of Thai advertising: historical perspective

Exploring the success of Thai advertising: historical perspective This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.Design/methodology/approachThe analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.FindingsThai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.Research limitations/implicationsExamination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.Practical implicationsThis paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.Originality/valueThis paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Exploring the success of Thai advertising: historical perspective

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
DOI
10.1108/jhrm-10-2018-0045
Publisher site
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Abstract

This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.Design/methodology/approachThe analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.FindingsThai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.Research limitations/implicationsExamination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.Practical implicationsThis paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.Originality/valueThis paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Apr 8, 2020

Keywords: Advertising history; Business history; Evolution of marketing

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