กลยุทธ์การใช้สื่อสารมวลชนเพื่อส่งเสริมการขายของบริษัทเทปเพลงไทยอิสระ / ชนะบุญ พึ่งคุณพระ = Mass media strategies for sales promotion of Thai independent music companies / Chanaboon Phungkunpra
The objective of this research is to study the various marketing and mass media strategies for sales promotion used by Thai independent music companies. The result of this research shows that the four key strategies adopted by Thai independent music companies are talented musicians, price and budget control, efficient distribution channels and mass media including marketing activities designed to saturate the market. Among those mass media strategies, depending on limited budget and relation between companies and media, print media is identified to be the most popular, followed by radio and then television. In order to add strength to these strategies, each company also has initiated other marketing activities in the form of press conferences, concerts, musical activities in academic institutes and distributing complimentary CDs for targeted radio stations as well as entertainment complexes.
