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Thai Firms Move toward Indirect Advertising Strategies.
Byline: Bamrung Amnatcharoenrit
Jan. 8--Companies have shifted nearly half of their normal advertising budgets to "below-the-line" activities, as many find indirect advertising strategies cost-effective in bringing about the desired results.
The shift has become more apparent this year against the backdrop of intensified market competition and fast-changing consumer behaviour.
Companies said messages carried by traditional television commercials did not necessarily reach the target groups but served too broad an audience, industry players said.
As a result, below-the-line activities, including event organisation and promotion, have ...
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