พัฒนาการของบริษัทตัวแทนโฆษณาในประเทศไทย (หลังสงครามโลกครั้งที่ 2 ถึงเดือนมิถุนายน พ.ศ.2540) / ศิริวรรณ กุลวงษ์วาณิชย์ = Development of advertising agency in Thailand (After the World War II to June 1997) / Siriwan Kullavongvanich
This research was conducted to achieve two main objectives ะ (1) to study the development of advertising agency in Thailand from 1945 to June 1997 and (2) to figure out critical factors influencing the development of advertising agency in Thailand. The research methodology used in the study was Delphi technique. The data had been gathered from interviews and leading questions conducted with 13 advertising experts. The findings are as follows : 1. Development of advertising agency in Thailand after the World War II to 1957 showed that the advertising business was unprofessional. The persons who involved with the advertising were newspaper reporters and television hosts. The management structure of advertising agency was simple and service in advertising only. Most clients were international companies. There was less competition within the business and the main medias were newspaper and radio while television was the growing media. 2. Development of advertising agency in Thailand from 1957-1967 showed that the adv ertising business became more professional yet personnels in this business weren’t the ones who educated in advertising. The management structure was divided to four standard divisions with more clients and more competitions. Television turned out to be the most popular media. 3. Development of advertising agency in Thailand from 1967-1977 showed that the advertising business was seriously grew and showed a fast moving pace. Thai personnels in this business had worked and experienced from daily job. The competitions between the advertising agency were so high, there Were more services offered in order to seek out the client. Television was still the most important media 4. Development of advertising agency ill Thailand from 1977-1987 showed that the advertising business had a rapid expansion. There was a big trend of merger between local advertising agencies and international agencies. A number of Thai personnel were in the management level. The structure of business was expanded with more varieties of services. It showed a fierce competition and the increase in the number of client. Television was the major media with high expenditure. 5. Development of advertising agency in Thailand from 1987-1997, it showed the highest growth in this business. Advertising agency expanded and had more minor divisions. The competition was very high and the number of clients were increasing. Most media had a high expenditure. From the findings, the development of advertising agency in Thailand is influenced by both internal and external factors which is consistent to Organization Theory.
