IMC Report

THE STUDY OF INTEGRATED MARKETING
COMMUNICATION ON HIGH AND LOW INVOLVEMENT

PRODUCT WHICH AFFECTED TOWARD CUSTOMER
BRAND ENGAGEMENT
THE STUDY OF INTEGRATED MARKETING COMMUNICATION
ON HIGH AND LOW INVOLVEMENT PRODUCT WHICH AFFECTED
TOWARD CUSTOMER BRAND ENGAGEMENT
Ratanakamol Chansiri
An Independent Study presented to

The Graduated School of Bangkok University
In Partial Fulfillment
of the Requirement for the Degree
Master of Business Administration
2009
© 2010
Ratanakamol Chansiri
All Right Reserved
iv
Chansiri, Ratanakamol. Master of Business Administration, June 2010, Graduate School,

Bangkok University
The study of Integrated Marketing Communication on High and Low Involvement Product which
Affected Toward Customer Brand Engagement (84 pp.)
Advisor of Independent Study: Dr. Wuthichai Sitthimalakorn
ABSTRACT
Market strategy is the essential part of business plan due to effort and focus by gain benefit,
effectiveness and successful toward business company. Integrated Marketing Communication (IMC)
is one element that made business going forward which aimed to approaching marketing
communication tools such as advertising, public relations, direct marketing, sale promotion and
personal selling direct to target customers and ensure that those customers will be aware of it product
or service. Product or service has the level of involvement product; low and high which are the
variable when the marketers chosen IMC to create and maintain a relationships among the product
brand and its customers. The best IMC will be present strengthen relationships which affected toward
customers brand engagement. To achieve this research purpose, I have studied on how each IMC
tools are reach to make the engagement between product brand by the level of involvement product
and customers. The research studied consists by literature review of study area then used
methodology by questionnaire to collect of data resulted according to research questions and
assumptions following by analysis of collected data and presenting of what finding out. Finally the
study shows that IMC has affected toward customer brand engagement even used to present on high
or low involvement product. IMC lead existing customers to be aware and engage on product or
service brand.
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ACKNOWLEDGEDMENT
It is a pleasure to thank those who made this Independent Study success; it would not have
been possible without any advising, any helping and supporting from everyone.
First of all, I would like to thank you my parents who pushing and encouraging me to study
Master Degree, as always they stayed by my side to help and support me in the period of time.
Thank you to my MBA professors who gave me of all knowledge in every subject, it would
not only the theory but it can be apply and adapt to the realistic situation. Especially thankful to
Dr. Paul TJ James who made I know how to do marketing and know what I will do in the next career.
Thank you to my MBA class-mate and also MACA; Miss Pratumrat Sopin, Miss Nutjira
Tanawilai Mrs. Napajira Sangjindavong, Miss Supaporn Monprasit, Miss Jaruwan Angvanitchakul,
Mr. Nopparin Seksantisakul, Miss Saijai Sampaopoka, Miss Pailin Charoensinoran, Mr. Woravut
Nateeprachthaveechai, Mr. Chakrit Tanratanawong, Miss Zhanting Yang, Mr. Ugyen Lhendup,
Kantamet Jirakittanakul, and Mr. Risto Myllymaki those who are helping, supporting and sharing
with me for two year. We are a small group of people but we are full of friendships.
Special thanks to Dr. Wuthichai Sitthimalakorn who is my advisor of Independent Study as

he gave advice and guidance till I completed this paper.
Best thanks to all those who I did not mention the name but made me have today.
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TABLE OF CONTENTS
Page
ABSTRACT iv
ACKNOWLEDGEMENT v
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER 1: INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF PROBLEM 2
1.3 INTENTION AND REASON OF STUDY 3
1.4 RESEARCH OBJECTIVES 4
1.5 RESEARCH QUESTION 4
1.6 ASSUMPTIONS 4
1.7 BENEFITS OF RESEARCH 5
1.8 CONCEPTUAL FRAMEWORK 6
1.9 DEFINITIONS OF TERMS 7
CHAPTER 2: LITERATURE REVIEW 9
2.1 INTEGRATED MARKETING COMMUNICATION (IMC) 9
2.2 THE OBJECTIVES AND BENEFITS OF IMC 10
2.3 THE TOOLS OF IMC 11
2.4 MARKETING IMPLICATIONS OF INVOLVEMENT PRODUCT 17
2.5 IMC TOWARD BRAND ENGAGEMENT 17
CHAPTER 3: METHODOLOGY 19
3.1 RESEARCH METHODOLOGY 19
3.2 RESEARCH DESIGN 19
3.3 POPULATION AND SAMPLE SELECTIO 23
vii
TABLE OF CONTENTS (CONTINUED)
Page
3.4 DATA COLLECTION METHOD 24
3.5 CODING STRUCTURE 25
3.6 DATA ANALYSIS 28
3.7 CONCLUSION 29
CHAPTER 4: DATA PRESENTATION
4.1 CHARACTERISTICS OF DEMOGRAPHIC VARIABLES 30
4.2 DATA RESULTED FROM IMC PERCEPTION TOWARD IMC 33
4.3 DATA RESULTED OF IMC ON HIGH INVOLVEMENT PRODUCT 35
4.4 DATA RESULTED OF IMC ON LOW INVOLVEMENT PRODUCT 40
4.5 COMPARING OF HIGH AND LOW INVOLVEMENT PRODUCT 45
4.6 CONCLUSION 48
CHAPTER 5: CONCLUSION 49
5.1 SUMMARY OF STUDY 49
5.2 SUMMARY OF FINDING 49
5.3 RESEARCH QUESTTIONS AND ASSUMPTIONS 51
5.4 ANSWER RESEARCH QUESTTIONS AND ASSUMPTIONS 52
5.5 CONCLUSION 57
5.6 RECOMMEDATION FOR FUTURE RESEARCH 58
BIBIOGRAPHY 59
APPENDIX I: Questionnaire (English) 64
APPENDIX II: Questionnaire (Thai) 73
APPENDIX III: 400 sample size 83
BIODATA 84
viii
LIST OF TABLES
Page
Table 2.1: Advertising-to-sales ratios in selected industries 13
Table 3.1: The three different types of questionnaire 24
Table 3.2: Questionnaire Coding: Multiple-choice (Appendix I) 26
Table 3.3: Questionnaire Coding: Likert-scale (Appendix I) 28
Table 3.4: Paired Samples Test 29
Table 4.1: Sex 30
Table 4.2: Ages 31
Table 4.3: Education 31
Table 4.4: Currently Career 32
Table 4.5: Monthly Incomes 33
Table 4.6: Perception toward IMC 34
Table 4.7: Marketing Communication Tool leads the product into your mind 34
Table 4.8: Factor made customer decides to used and engaged of product/service brand 35
Table 4.9: Marketing communication tool that customer think High involvement 35
Product used the most to communicate with customer
Table 4.10: Resulted of IMC on high involvement product toward brand engagement 36
Table 4.11: The best IMC tool for engaging with High involvement product brand 39
Table 4.12: Reason for engaging with IMC tool (High) 40
Table 4.13: Marketing communication tool that customer think Low involvement 41
Product used the most to communicate with customer
Table 4.14: Resulted of IMC on low involvement product toward brand engagement 41
Table 4.15: The best IMC tool for engaging with this Low involvement product brand 44
Table 4.16: Reason for engaging with IMC tool (Low) 45
Table 4.17: The analysis on Advertising by paired-sample T-Test 45
Table 4.18: The analysis on Public relations by paired-sample T-Test 46
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LIST OF TABLES (CONTINUED)
Page
Table 4.19: The analysis on Direct marketing by paired-sample T-Test 46
Table 4.20: The analysis on Sale Promotion by paired-sample T-Test 47
Table 4.21: The analysis on Personal selling by paired-sample T-Test 47
x
LIST OF FIGURES
Page
Figure 1.1: Conceptual Framework 6
Figure 2.1: The relationship between promotion, the promotional mix and IMC 10
Figure 2.2: Traditional Marketing Mix 11
Figure 2.3: Sale Promotions Target 16
Figure 3.1: The marketing research process 20
1
CHAPTER 1
INTRODUCTION
In the marketing filed, it is a big area which the businesses always move forward to changing
and developing in the competitive way. IMC or Integrated Marketing Communication is the one
biggest tool which the strategy emphasizes toward customer to create and maintain a good
relationship between a company and its customer (Ejebro, 2007). Using of Integrated Marketing
Communication (IMC) tool, it provides the opportunities for company as it able to make the customer
gain deeper understanding on it product or service passing to Marketing Communication tool
(Gabrielsson & Johansson, 2002). Axelsson and Nordberg (2005) added that marketing
communication is glue to building a brand in the customer’s mind which it related the idea and the
concept of product and service where is it positioned in the market.
1.1 BACKGROUND OF THE STUDY
Numerous of company’s business had existed in the competitive market which marketing is
an important part. Due to marketing communication is two –way communication, there are some
exchange of value occurs between two or more parties to gain the satisfaction of both company and
customer needs and wants (Ejebro, 2007). Axelsson and Nordberg (2005, p.1) “We live in a time
where companies spend vast amounts of money on commercial spot” including of publicity,
television, radio, customer service which those are important toward companies to communicate
everything related to currently brand and future customers.
The evolving the face in marketing communication today which there are some factors
involving. First, marketers have to develop the marketing program to focus their potential customer
with more narrowly. Second, today’s customers are emphasizing on product and service information
which the companies might improve the information technology to keep closer with customer need
and want that the communication can reaching to group of customers (Armstrong, 2004).
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The need of Integrated Marketing Communication (IMC), these companies will begin to
moving forward in to the process which the tool helps coordinating the several promotion elements
such as Advertising, Sale promotion, Public Relations, Personal Selling and Direct Marketing, those
are the marketing activities to persuade customer approached (Belch & Belch, 2007). Semenik (2002)
noted that marketing communication process is used to create a motivation of product or service’s
brand toward customer even by an idea or a sale person. It can be sure that the aim of integrated
marketing communication (IMC) in a gather way to delivering the message toward customer intended
and properly promote the brand reach to the customer market. “IMC is a way of managing the process
and activities so that they are coordinated and a synergistic effect is achieved” (p. 9)
1.2 STATEMENT OF PROBLEM
To the competitive marketing environment, many companies are attempted to improve and
adapt IMC in their marketing communication which IMC is the main objective affected the customer
perception and behavior. The advantages of developing this communication are increasing the market
orientation and effecting on brand outcome (Ejebro, 2007). Higgs and Polonsky mentioned because
the customers always expecting to control over what, when, where, and how they are disclosed the
product or service information whereas thing has changed the interface between business and its
customer.
Hahn, et.al (2003), discussed about the key element in consumer’s decision, is the product
performance. The consumers are perceived the product performance or brand image from the
communication tool such as advertising, hand-bill, radio and other media tool. It is influenced and
stimulated in buyer decision to repurchase and more impressive the benefit to the way consumer
reacts to those products or service’s brand.
Customer’s perception toward company or its brands are realized to seeking out of
promotional activities which IMC is the way to coordinate and managing the program to assure that
3
their customer can receive the message (Belch & Belch, 2007). Many companies have adopted and
improved this strategy over and over but some of them had failed to realize the potential customer of
their brand (Stobart, 1994)
There are some barriers between low involvement product and high involvement product
because each product categories not use the same IMC tool to attract the customer as it also depends
on competitive market. IMC is not using to persuade customer purchase but it also affected to
customer brand engagement to measure that company is successful.
1.3 INTENTION AND REASON OF STUDY
Integrated Marketing Communication (IMC) is planned to drive of company product or

service to meet with customer need and want. Moreover the combination of marketing and
communication can be measure the customer engagement and involvement toward the relationship
between consumer and brands (Higgs & Polonsky, no date).
Consumers in the marketplace today’s always consume the media and its information when
they make a decision, it might from both their internal and external environment; perception, feeling,
product idea/concept and marketing communication to make them believe in brand.
Low or High involvement product is in between that relationship which the management
could possibly effort to focusing on consumer perceives by using appropriate IMC tool toward
differentiate product or service that will effected to customer brand engagement.
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1.4 RESEARCH OBJECTIVES
The objectives of research study are:
1.4.1 Understand how the companies are using integrated marketing communications process.
1.4.2 Gain an understanding of the different types of integrated marketing communications (IMC)
that marketers are using to reach and build relationships with consumers.
1.4.3 Evaluate of integrated marketing communications (IMC) which type is useful in between
Low and High involvement product.
1.4.4 To know how integrated marketing communications (IMC) affected on brand engagement.
1.5 RESEARCH QUESTION
Based on discussed problem and to reach research objective the following question will be answered:
1.5.1 How the customers are engaged with the product or service?
1.5.2 What are the benefits of using integrated marketing communications (IMC)?
1.5.3 Which is the most successful marketing communication tool to be used for low and high
involvement product?
1.5.4 How can IMC affected toward brand engagement?
1.6 ASSUMPTIONS
1.6.1 Using advertising on low product involvement is strongly affected toward customer brand
engagement higher than high involvement product.
1.6.2 Using personal selling on high involvement product is strongly affected toward customer
brand engagement higher than low involvement product
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1.6.3 Using public relations on low involvement product is strongly affected toward customer
brand engagement higher than high involvement product.
1.6.4 Using direct marketing on high involvement product is strongly affected toward customer
brand engagement higher than low involvement product
1.6.5 Using sale promotion on low involvement product is strongly affected toward customer brand
engagement higher than high involvement product.
1.7 BENEFITS OF RESEARCH
Today’s in marketing world, the competitiveness is so high risk to gain the benefit and a
successful company or brand. Product or service in between low and high involvement are concerned
of using marketing communication tools which is more complex but it benefit to those company
which apply integrated marketing communications (IMC). Communication tools are the essential
that can bring the brand to reach the target customers as well informing, persuading and maintaining
about its brand.
This independent study is research on how integrated marketing communications (IMC)

useful to create brand engagement, why low involvement product and high involvement are using the
different IMC tool on customer awareness and which IMC tool is the best approached to target
consumer due to comparing between low and high involvement product.
A good view of this study, to look at the efficiency of integrated marketing communications
(IMC) which is the best tool that suit of low or high product involvement based on customers’
perceive then the most important resulted is to create brand engagement into customers mind.
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Figure 1.1: Conceptual Framework

1.8 CONCEPTUAL FRAMEWORK
Advertising Advertising
(Low involvement) (High involvement)
Public Relations Public Relations

Personal Selling Personal Selling

Brand Brand
Engagement Engagement
Sales Promotion Sales Promotion

Direct Marketing Direct Marketing

Model1
1. Advertising on Low involvement product which affected toward customer brand engagement.
2. Public Relation on Low involvement product which affected toward customer brand
engagement.
3. Personal selling on Low involvement product which affected toward customer brand
engagement.
4. Sales Promotion on Low involvement product which affected toward customer brand
engagement.
5. Direct marketing on Low involvement product which affected customer toward brand
engagement.
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Model 2
1. Advertising on High involvement product which affected toward customer brand

engagement.
2. Public Relation on High involvement product which affected toward customer brand
engagement.
3. Personal selling on High involvement product which affected toward customer brand
engagement.
4. Sales Promotion on High involvement product which affected toward customer brand
engagement.
5. Direct marketing on High involvement product which affected toward customer brand
engagement.
1.9 DEFINITIONS OF TERMS
Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services
by an identified sponsor (Kotler & Armstrong, 2004, p.467).
Sales Promotion: Short-term incentives to encourage the purchase or sale of a product or service
(Kotler & Armstrong, 2004, p.467).
Public Relation: Building good relations with the company’s various publics by obtaining favorable
publicity, building up a good corporate image, and handling or heading off unfavorable rumors,
stories, and events (Kotler & Armstrong, 2004, p.467).
Personal Selling: Personal presentation by the firm’s sales forces the purpose of making sales and
building customer relationships (Kotler & Armstrong, 2004, p.467).
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Direct Marketing: Direct connections with carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer relationships- the use of telephone, mail, fax,
e-mail, Internet and other tools to communicate directly with specific consumer (Kotler & Armstrong,
2004, p.467).
Brand Engagement: A strategic to forming the relationship between consumer and brand due to how
the company creates perception, attitude, believe and behavior for consumer to engage. It is the key
objective to connect a brand and it consumers (Wikipedia, internet).
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CHAPTER 2
LITERATURE REVIEWS
From chapter earlier, it presented of study background, problem area and the specified
research questions. This chapter will continue to explain literature regarding on integrated marketing
communication (IMC). The concept of IMC will be presented to how it connected customers with
brand. Since communication tool; advertising, public relations, direct marketing, sale promotions and
personal selling played a significant role in both relations.
2.1 INTEGRATED MARKETING COMMUNICATION (IMC)
“Marketing facilities the exchange process and the development of relationships by carefully
examining the need and want of customers, developing a product or service that satisfied these needs,
offering it at a certain price, making it available through a particular place or channel of distributing
and developing a program of promotion or communication to create awareness and interest” (Belch
& Belch, 2007, p. 9).
It has no doubt with marketing communication and promotional activities are important
factors of any companies’ strategies due on product or service. This is necessary to communicate and
inform the product information of feature and it benefits to the target customers (Ferrell & Hartline,
2008).
Integrated Marketing Communications can describe to approach marketing

communication which it targets to ensure the conveying and sharing the message between customers
and its company. Most companies are developed its integrated marketing communication (IMC)
which it coordinate all communication way to reach with customers (Wikipedia, internet).
Mcdonald, (2005) IMC has become an essential part of brand strategy which marketing is developing
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the activity to enhancing a relationship and keeping continue with customers because it is two-way
communication.
Semenik (2002) said a combination of promotion, the promotion mix and integrated
marketing communication is a process to communicate the product or service promotion to target
customers.
Figure 2.1: The relationship between promotion, the promotional mix and IMC
Promotion: Promotional Mix: IMC:
Process Tools Management
Source: Semenik, R.J. (2002), Introduction to promotion and Integrated Marketing Communication,
Page 9.
2.2 THE OBJECTIVES AND BENEFITS OF IMC
IMC goal is persuaded the customers perception and stimulate their behavior by using
communication tools to communication its messages. It also builds a relationship between buyer and
seller which it make more efficient to increasing brand awareness (Ejebro, 2007). To follow the goal,
objectives are intended to approach and convince target customers for purchasing of product or
service that they perceived of information to make a company achieved the goal which gets the
customers in contact (Wikipedia, internet).
Ferrell & Hartline (2008) has listed the following AIDA model outline which change customers’
attention to action:
 Attention Product, service or brand could not be reach to market if the target customers do not
know it existed. Then, the first thing is to making an attraction to those customers.
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 Interest After, the customers attracted the attention then the company must present the
product or service attribute: features, uses and benefits
 Desire The successful company must stimulate and persuade the customers to interested
product or service and desire to satisfy the need.
 Action Pushing the actual purchase toward potential customers.
Using IMC is a highly benefit that provide the company has a good image and move forward to
run the product or service to the market because of the fast produced of product or service in
nowadays. IMC can use in simply product or complex product which the main process to involving
with customer needs (Gabrielsson & Johansson, 2002).
2.3 THE TOOLS OF IMC
From that research mentioned before, integrated marketing communication is integration of

all marketing tools; promotional mix is the starting point which impacted direct on customers mind to
make a decision which most company had used this basic process to increase customer awareness and
business benefit
Figure 2.2: Traditional Marketing Mix
Product Price Promotion Distribution
Advertising Customer Personal

Promotion Selling
Direct Marketing Public

Relations
Source: Clow, K.E. & Baack, D. (2001), Integrated Advertising, Promotion & Marketing
Communications.
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The tools of IMC can defined as the coordination techniques or strategies of the company
business that using of communication channel to persuade customer to perceive and involve with their
product or service (Belch & Belch, 2007). Ferrell & Hartline (2008) supported that promotional is
focus and effort to stimulate the customers demand to ensure that the targeted customer can received
the message and make a decision to purchase due to have a relationship toward the brand.
IMC tools used to pursue are Advertising, Public Relations, Direct Marketing, Sale
promotion and Personal Selling as following;
Advertising
Advertising is a key element to attract customer or awareness, “Advertising is paid, non-

personal communication transmitted through media such as television, radio, magazines, newspaper,
direct mail, outdoor displays, internet and mobile phone” (Ferrell & Hartline, 2008, p.287). Using
advertising is a broad tool which reaches a large group of people via these media. Semenik (2002)
argued advertising is not only the communication tool that persuaded customer awareness of product
or service but it how the companies create the idea, feature, knowledge and benefit effected what
customer will perceive.
This is the example of spending advertising to target the customers of some company
industries which compared between high and low involvement product where most of spending was
in low involvement product such as food product and personal care, and in contrast, high involvement
product has spending less (Semenik, 2002).
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Table 2.1: Advertising-to-sales ratios in selected industries

Industry Advertiser U.S. Ad U.S. Advertising
Spending Sales Spending as %
of Sales
Apparel 5.30
Levi Strauss $ 244.6 $4,600.0 5.30
Nike 501.7 5,055.0 9.10
Automobiles 2.70
General Motor 3,087.4 127,128.0 2.42
Ford 1281.8 120,474.0 1.06
Volkswagen 204.9 6,791.0 3.00
Honda 578.1 21,190.7 2.72
Computers 2.30
IBM 924.9 32,663.0 2.82
Intel 630.5 11,053.0 5.69
Microsoft 407.4 4,356.0 9.35
Food 10.5
Nestle SA 460.9 4,850.0 2.99
Kellogg 558.2 3,961.8 14.08
Campbell Soup 342.5 4,850.0 7.05
Personal care 12.0
Proctor & Gamble 2,743.2 18,460.0 14.8
Gillette 578.4 3,682.8 15.6
Estee Lauder 519.2 2,200.0 23.5
(Continued)
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Table 2.1 (Continued): Advertising-to-sales ratios in selected industries

Industry Advertiser U.S. Ad U.S. Advertising
Spending Sales Spending as %
of Sales
Retail 3.30
JCPenney 906.2 30,546.0 3.96
Circuit City Stores 450.2 8,870.8 5.07
Wal-Mart 290.2 112,005.0 0.25
Source: Semenik, R.J. (2002), Introduction to promotion and Integrated Marketing Communication,
Page 11.
Public Relations (PR)
Public Relations role is to promote the company product and service in form of news/press
release which the responsibility to create the image of its brand in positive perception. Some business
might ignore this component but Stone (2001 argued do not underestimate the power of PR because it
can lead potential consumer attention to what we are doing. To this perception, PR aim’s is to
establish and maintain good relationship and keep the reputation between company and its public
(Belch & Belch, 2007). PR efforts to communicate with those customers by introduce product or
service, new policy, and procedures. There are the useful tool to reach the target; Press release, Press
conferences, Interview, and Event (Axelsson & Nordberg, 2005).
Direct Marketing
Direct Marketing is the communication tool to effort the relationship close with target
customer which gain the greater profit ,“ developing and maintain direct contacts with customers for
the purposes of selling items, enhancing brand royalty and meeting service need” (Clow & Baack,
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2001, p.540). However, direct marketing is seeking for a direct response in attempt to lead the
customer to response by purchasing or keep in contact with the brand. Marketer has to decide which
message can be suiting to the target those who are the potential customer in form of direct mail,
catalog, telemarketing, direct-response broadcast and TV post (Belch & Belch 2007).
The successful o f direct marketing is to prompt consumer to take an action after persuaded
consumer and created product awareness. It is more effectiveness when keep the relationships on
existing consumer and help the brand to connect with new one. The growth of direct marketing has
moving forward (Kurtz, 2009).
Sale Promotion
Belch & Belch (2007) and Clow & Baack (2001), defined sale promotion as an incentive
which the aim to offer an extra value to the end consumer those who are willing to engage with the
product or service. To encourage consumers by adding more value or special offer to these product or
service in sale if consumer might need to purchase and it is a short-term promotion but more
successful to use this strategy such as coupon, price reduction, premium, bonus packs, and rebates
(Ejebro, 2007). Mullin & Cummins (2008) sale promotion can found everywhere whenever the
supermarket or department store offers; it will stop consumers for a while, “cause them to think about
brand and product and, if it has a right impact, move them to make a decision” (p.2). Good
promotion is not to be a hard think but just build a deep relation.
According to Baker (2003) there are three key elements in sale promotion; Non-standard, response
oriented and benefit oriented.
 Non-standard as the promotion is limited in consumer group or distribution channel and just
temporary promotion.
 Response oriented look forward to the direct response from consumers but sending out
promotion brochure to encourage them and not necessary to sale just keep them aware.
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Figure 2.3: Sale Promotions Target
Trade Producer Internal

Promotions Promotions
Push
Encourage
Joint
Distributor Promotions Sales force

Direct
Pull Promotions
Consumer
Source: Baker, M.J. (2003). The marketing book
 Benefit Oriented offering the benefit to their target. Coupon and discount are widely
promotion to be used.
Personal Selling
This component is the professional known which personal selling is help to providing of
product or service brand explanation direct to target consumer (Cant & Heerden, 2008). Personal
selling involves with two-way communication between salesperson and consumer by face-to-face
communication or telephone.
“Strategies for achieving long-term customer loyalty underscore how attracting, cultivating,
and retaining satisfied customers leads to higher profitability” (Anderson & Dubinsky, 2003,
abstract). Usually, personal selling will be used widely in product or service are higher priced, more
instruction, need demonstration, follow up service and supported information due on persuasive the
decision making (Semenik, 2002).
It is highly advantage and effectiveness in long run approach to the IMC because the
customer will believe of the product or service credibility from salesperson and has the chance to
compete with other brand.
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2.4 MARKETING IMPLICATIONS OF INVOLVEMENT PRODUCT
“Marketing strategy varies according to the level of involvement associated with the
product” (Lamp, et.al 2009, p.148). Involvement product will be classified into high involvement
product and low involvement product.
High involvement product which buyer is highly involved with the purchase and when there
are significant differences between brands (britannica.com, internet). Whereby high involvement
product is high level potential of decision because customers needs information to specifying its
product benefit and well prepared to spending time to effort in searching in example computer, car,
apartment (Kurtz, et.al, 2009).
For low involvement product, those are smaller product items, low value and purchasing
frequency is more often than high involvement such as shampoo, soft drink and snacks (Sutherland &
Sylvester, 2008).
High and low involvement product is an essential variable in marketing because it

represented brand valued and in these value it will influenced toward perception, attitude and
behavior. Meanwhile, marketer has to push in marketing strategy and planned to succeed. IMC will
play the big role in between product and customers by create and maintain the relationship among
consumer (Kurtz, et.al, 2009).
2.5 IMC TOWARD BRAND ENGAGEMENT
Brand represents exchanging value between brand owner and customers; therefore brand is defined to
the name or symbol to identify those products or service. Even appear in the better way to suit the
customers’ awareness and attract those needs (Stobart, 1994).
The role of IMC has played in each company marketing strategy and makes strategy leading
the consumer decide about its brand. The aspects of strategy, “it affects with respect to brand:
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creating the marketing mix; achieving effective market segmentation, product differentiation, and
positioning; and enhancing revenue and profits” (Semenik, 2002, p.17). Once brand should effort to
supported passing through communication tools; advertising, sale promotion, PR or other forms, the
aim to distributing its brand and get customers awareness (Stobart, 1994).
Mica (2003), the process of building relationship is to create the perception of a brand. IMC
will provide the promotion channel with affected to the market, informing of information, persuasion,
new brand introduction and brand loyalty. This is the opportunities those of customers who really
want to consume the product or service can access to brand. People cannot avoid this relation because
IMC will lead you to engage brand activities, fulfill their order need and ensuring of share valued
(Brand channel, internet).
“Consumer engaged in routine response behavior normally does not experience recognition
until they are exposed to advertising or see the product displayed” Lamp, et.al, 2009, p.146).
Emphasizing on brand engagement is the company practiced on marketing strategy, to create the
connection with customers which it is an important element as an assessment tool such as brand
positioning; identify and clarify of product by enhancing the impact of marketing communication, and
IMC and brand promotion; planning, evaluation its message of brand performance, it overall affects
of its brand. (Gallup, internet).
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CHAPTER 3
METHODOLOGY
This chapter will present of the method to be used. The method will be described step by
step; research design, sample selection, data collection and data analysis. The collection data from this
research will be follow, is directly connected to the problem statement and goal of research. Research
is a purposeful, precise and systematic search for new knowledge, skills, attitudes and values.
3.1 RESEARCH METHODOLOGY
The methodology is described to the process to be used in any form of inquiry. The methods
used in the study of previously printed materials; interview-based research; textual and contextual
analysis of any arguments; case studies, qualitative research and quantitative research, often based on
conducting one's own surveys or analyzing other people's (answer.com, internet). All of these
methods give rise to questions; it attempts to find out the truth and guarantee of this correct method.
3.2 RESEARCH DESIGN
Hague, et.al (2004) this is the important part to the researcher to work out the thing which is specified
all of information to make the research completed. This is an opportunity to describe of product or
service in which their making a market changed.
The significance of research methodology is to be classify and shown in figure 3.1 the
marketing research process. It begins with problem/opportunity identification and formulation,
creation of the research design, choice of method of research, selection of the sampling procedure,
collection on the data, analysis of data, writing and presenting the report, and follow up.
20
Figure 3.1: The marketing research process
Source: MacDaniel & Gates (1998) Marketing Research Essentials, P.25
3.2.1 Research purpose
According to Kumar (2005) research study from perspective can be classified as descriptive,
correlation and exploratory or explanatory which it is broadly research. The descriptive research is to
descript the situational, problem, service or provides information by systematic which the main
purpose of study to analyze of those problem/issue (Kumar, 2005).
Correlation research is determined of two or more variable together, measuring of

relationship between those variables to indicate and predict how it affected to one another (Kumar,
2005). Exploratory research is a research purpose to provide information and to understand the
problem area, and gain the basic knowledge which the problem is not clear defined while the studying
of explanatory research, to finding the causes and results of what under study (Maxwell, 2005).
21
The research purpose of the study is mainly descriptive the stated of problem. The study is to
emphasizing of integrated marketing communication (IMC) on high and low involvement product
which effected toward brand engagement. Due to the fact, an exploratory research of customers
perceptive on how they engaged with the brand; the factors are high and low involvement product, in
which using integrated marketing communication for target intention. The satisfaction of both
customers and brand due on the achieving through exchange in which two-way communication in
forms of value, not only just physical product or service .This study attempt to determine on the area
of relations between consumer and its brand, explanatory which communication tool or IMC is the
best used on this connection. The research created the test by using the method to generate the
collected data and research resulted. However, to answer this study, it will be considerate of five
research questions.
3.2.2 Research approach
Qualitative and quantitative approach methods are not be different in basic conceptual. But it
different in strength which how it best used in different kind of question and goal (Maxwell, 2005).
Qualitative research is in term to not searching in quantification data. It is searching to deeply
understand of consumer motivation and their feeling (McDaniel & Gates, 1998). Quantitative
research approach is measured of the market in the way of calculation toward market size, brand
awareness, purchasing order, and so on (Hague, et.al, 2004). “The strengths of the quantitative
paradigm are that its methods produce quantifiable, reliable data that are usually generalized to
some larger population. Quantitative measures are often most appropriate for conducting needs
assessments or for evaluations comparing outcomes with baseline data” (Weinreich, 1996)
The research purpose will study on how integrated marketing communication (IMC) on High
and Low Involvement Product which affected toward Brand Engagement. Using quantitative
approach is suit to test the hypothesis and identify the problem by collecting the data
(www.psy.dmu.ac.uk, internet).
22
According to Huberman & Miles (2002) applying quantitative research is to interpret and
analyze the information data the support claims that are validity. “In quantitative research, the aim is
to determine the relationship between one thing (an independent variable) and another (a dependent
or outcome variable) in a population” (Hopkins, 2000, para 1).
3.2.3 Research questions
The study of research question is to explore the aspects of the problem area which it can test
the methodology in appropriated way (Andrews, 2003). Questions would be explained what the study
will attempt to learn; to help you to focus the study (questions’ relationship to your goal and
conceptual framework) and to give you guidance for how to conduct it (their relationship to methods
and validity) (Maxwell, 2005, p.67).
The development of research in this study what we claim regarding the problem statement.
The effective on marketing communication is tending to access consumer with the product or service
referring to brand. IMC is the best suitable tool but sometime too difficult of measuring on
involvement product; high and low because some tool might not implement to some product and not
sufficient enough to gathering the consumer.
Research Question 1: How the customers are engaged with the product or service?
Research Question 2: What are the benefits of using integrated marketing communications (IMC)?
Research Question 3: Which is the most successful marketing communication tool to be used for low
and high involvement product?
Research Question 4: How can IMC affected toward brand engagement?
23
3.3 POPULATION AND SAMPLE SELECTION
To be able to answer the research study, research sample will be conducted the samplings to
implement those customers who are engaging with integrated marketing communication and leading
them toward brand engagement. Sample study will research in broad population and order to answer
the question, related from research questions among collective data (Maxwell, 2005).
Sample design is to determined of the method to be used in select the sampling and there are
two alternative; Probability sampling and Non-probability sampling (Boyd, et al, 1998). Probability
sampling is the subsets of population which represent nonzero probability and can be measured
selected sampling on how it reliable data (McDaniel & Gates, 1998). Non-Probability sampling is
the method which the data result does not generate in larger population and the sample has a lower
attempt to ensure a representative cross-section (Boyd, et al, 1998).
The study needs to describe effectiveness of IMC on high and low involvement product because
believe that level of involvement is concerned of suitable tool in each involvement product. Whereby,
two products in survey-questionnaire will be draw from the major products in market share from each
level and executed by five dimensions of marketing communication tool. Quantitative methods
research of data generating process, this study focusing on 400 samples and using qualitative to
analyze or explain the relations of research area (Flick, 2009) and sample size of 400 gives a
statistical accuracy of ±5% and is often thought of as the most “cost effective” sample size (see
appendix III). One respondent will give the answer regarding the benefit of IMC strategy of both
products. It is important to get to right information and sufficient knowledge from the respondents.
All of this made to get the consumer perceptions of IMC and how it differed when each involvement
product used to communicate with the public.
24
3.4 DATA COLLECTION METHOD
The process to collecting data in research information where is two basic ways by
questioning and observation (Boyd, et al, 1998). Questioning is the most common way as any
problem can be attacked using it and problem involving attitudes, knowledge and buying intentions
(Boyd, et al, 1998, p.152). Another method is Observation, the process to observe and recognize the
people by noting rather than asking (Boyd, et al, 1998). Data collection is probably contributed of all
information data and questionnaire is used to make up in this study point.
Table 3.1: The three different types of questionnaire

Method of
Questionnaire type Ares of use
administration
Structured Large, quantitative studies Telephone/face-to-face/self-
completion
Semi-Structured Qualitative consumer studies, Telephone/face-to-face
business to business value
Unstructured Qualitative studies Depth telephone/ face-to-
face/group discussion
Source: Hague, P., Hague N. & Morgan (2004) Market research in Practice, A guide to the basic,
p.99.
From table 3.1, it has shown of different from on questionnaire. Structured questionnaire,
it is closed question to require the respondent make a selection from the list. Semi-Structured
questionnaire, the combination of closed and opened question. Unstructured questionnaire, it is an
opened question which the respondent will answer the question by their own way (Hague, et al.,
2004).
25
On collecting information data, structured questionnaires are usually used tool mainly closed
questions - questions with set the target responses. To examining the use of integrated marketing
information, well performing to presented the brand of product or service and gain an interactive
relations dealing with brand engagement. The method concerned of testing hypothesis that the
participant and situational forms in order to statistically control for their influence on the dependent,
variable and result. However the intent is to summarize from the research target to a larger population
(people.uwec.edu). A survey will be used to capture of attitude, perspective and belief to measuring
the study area.
3.5 CODING STRUCTURE
Questionnaire will be used to this study and the main source of data collecting is focused on
five research questions. The set of questions will be gathering the information from individual survey.
It conducted on limited source when needed the data from many people, gathered information for
those people perception, knowledge and belief (Dillon, et al., 1993). The focused questionnaire is
filled in form by the respondents who answer given questions; general information, area of knowledge
and perception.
Coding is referring to the process in assign code of the various responses to particular
questions. All code will be defined on questionnaire as it proceeds of closed ended question
(McDaniel & Gates, 2004). Dillon, et al. (1993) assigning numerical values will be represented that
data collected and analyzed the possible outcome by computer software which in this research used:
SPSS Window version 17. From the research questionnaire, the code can be described in table 3.2 in
each category.
26
Table 3.2: Questionnaire Coding: Multiple-choice (Appendix 1)
Response items Values

Sex 1 = “Male”
2= “Female”
Age 1= “Less than 20 years old”
2= “20-30 years old”
3= “31-40 years old”
4 = “41-50 years old”
5 = “51 years old or more”
Degree 1= “Less than secondary /
under certificate”
7 = “High School”
3= “Bachelor Degree”
4= “Master Degree”
5 = “Doctoral Degree”
Career 1 = “Private”
7 = “Government”
7 = “Business Owner”
4 = “Non-Profit”
5 = “Student”
6 = “Unemployment”
7 = “Other”
(Continued)
27
Table 3.2 (Continued): Questionnaire Coding: Multiple-choice

Income 1 = "Under 10,000 baht"
2 = "10,001 – 20,000 baht"
3 = "20,001 – 30,000 baht"
4 = "30,001 – 40,000 baht"
5 = "40,001 – 50,000 baht"
6 = "Over 50,001 baht"
Question no. 6,7,8 1 = "Yes"
2 = "No"
Question no. 9,11,28,30,47 1= "Advertising"
2= "Personal Selling"
3= "Direct Marketing"
4= "Public Relations"
5 = "Sale Promotions"
Question no. 10 1 = "Price"
2 = "Personal Preference"
3 = " Integrated Marketing Communication (IMC)"
4 = "By Popularity/ By Trend"
5 = "Product/service quality"
Question no. 29,48 1 = "Persuasively describe a product direct to
Customer."
2 = "Create credibility."
3 = "Offer a good promotion"
4 = "Can stimulate preferred in the product"
5 = "Create a good brand image"
28
Table 3.3: Questionnaire Coding: Likert-scale (Appendix 1)

Question no. 12-27,31-46 1 = "Strongly Disagree"
2 = "Disagree"
3 = "Uncertain"
4 = "Agree"
5 = "Strongly Agree"
3.6 DATA ANALYSIS
According to Miles & Huberman (1994) data analysis can be considered as a descriptive
order to “fact” which is an interpretation of data collection. The respond of every question will
appeared into descriptive statistic to analyze and summarize on what the study interested. There are
three measures of central tendency by mean, median and mode; it is a process of numbering a specific
data to represent in quantitative or qualitative (McDaniel & Gates, 2004).
From the data, those data will analyze by mean, mean the sum of the values for all
respondent of a variable divided by the number of respondent. Using to measuring the frequency from
given values, let Xi denote the values that a variable can assume n the sample size, and the mean
where ∑ is the summation operator (Dillion, et a, 1993, p.374)
X=
29
After analyze mean by each variables on high and low involvement product then bring mean of
product dimensions comparing by Paired sample T-Test.
Paired sample T-Test is the technique to be used for “variables being compared are identified, the
Mean, N, Standard Deviation, and Standard Error of the Mean for each variable is given” (Prince,
2000). The table will look like the following table:
Table 3.4: Paired Samples Test
Source: www.statisticssolutions.com
This study we will compare of five data groups; Advertising, PR, Direct marketing, Personal
selling and Sale promotion and making a calculation to answer the assumption. The answer would
show of pairing sample are different or not different in the significant, if it different the significant
will below 0.05 and if above 0.05 those assumption not different.
3.7 CONCLUSION
This chapter describes in step by step of the research process in particular by research
methodology, research design, population and sample selection, data collection method, coding
structure then data analysis method. For data presentation will present in the next chapter.
30
CHAPTER 4
DATA PRESENTATION
This chapter will be present on the research data collection resulted to answer what are
assumes in the early chapter. This research survey had collected of 400 respondents which the
respondents are Bangkok population. The 48 questions are closed-end questionnaire; multiple
questions and Likert scale which the purpose to find out the resulted in form of quantitative research
using IMC on high and low involvement product affected toward brand engagement. In term of the
researcher has to designed and conducted of data collecting which must be reviewed and ensure on
correct data.
Data presentation is the summarized data from what are collected (Rondel, et al, 2000). To
statistics of data will be presented in descriptive statistics, mean calculation and paired sample T-Test,
which were completed through the use of SPSS Windows Version 17.0.
4.1 CHARACTERISTICS OF DEMOGRAPHIC VARIABLES

The summary of population sample demographic from 400 respondents will be shown in
Table 4.1-4.5 on descriptive statistic.
Table 4.1: Sex

Frequency Percent Valid Percent Cumulative
Percent
Valid Male 188 47.0 47.0 47.0
Female 212 53.0 53.0 100.0
Total 400 100.0 100.0
31
Table 4.1 Data presented from 400 respondents will divided to 188 males which is 47% of
population sample and 212 females which is 53% of population sample.
Table 4.2: Ages

Percent
Valid 20-30 years old 202 50.5 50.5 50.5
31-40 years old 100 25.0 25.0 75.5
41-50 years old 30 7.5 7.5 83.0
51 years old or more 68 17.0 17.0 100.0
Total 400 100.0 100.0
There are no sample group of respondent age less than 20 years old, the resulted are age
between 20-30 years old is 202 which is 50.5% of population sample, age between 31-40 years old is
100 which is 25% of population sample, age between 41-50 years old is 30 which is 7.5% of
population sample and age 51 years old or more is 68 which is 17% of population sample.
Table 4.3: Education

Percent
Valid High School 4 1.0 1.0 1.0
Bachelor Degree 348 87.0 87.0 88.0
Master Degree 48 12.0 12.0 100.0
Total 400 100.0 100.0
32
There are no sample group of respondent of secondary school and doctoral degree. The
sample from High School is 4 which is 1% of population sample, Bachelor degree is 348 which is
87% of population sample, and Master degree is 48 which is 12% of population sample.
Table 4.4: Currently Career

Percent
Valid Private 244 61.0 61.0 61.0
Government 4 1.0 1.0 62.0
Business Owner 74 18.5 18.5 80.5
Non-Profit 8 2.0 2.0 82.5
Student 40 10.0 10.0 92.5
Unemployment 18 4.5 4.5 97.0
Other 12 3.0 3.0 100.0
Total 400 100.0 100.0
There currently career of the respondents are; 244 on private which is 61% of population
sample, 4 on Government which is 1% of population sample, 74 on Business owner which is 18.5%
of population sample, 8 on Non-profit organization which is 2% of population sample, 40 Students
which is 10% of population sample, 18 unemployment which is 4.5% of population sample and 12 for
Other which is 3% of population sample.
33
Table 4.5: Monthly Incomes

Percent
Valid Under 10,000 baht 30 7.5 7.5 7.5
20,001 – 30,000 baht 78 19.5 19.5 61.0
30,001 – 40,000 baht 46 11.5 11.5 72.5
40,001 – 50,000 baht 24 6.0 6.0 78.5
Over 50,001 baht 86 21.5 21.5 100.0
Total 400 100.0 100.0
Their monthly income are 30 under 10,000 baht which is 7.5% of population sample 136
between 10,001 – 20,000 baht which is 34% of population sample, 78 between 20,001 – 30,000 baht
which is 19.5% of population sample, 46 between 30,001 – 40,000 baht which is 11.5% of population
sample, 24 between 40,001 – 50,000 baht which is 6% of population sample, and 86 over 50,001 baht
which is 21.5% of population sample.
4.2 DATA RESULTED FROM IMC PERCEPTION TOWARD IMC
The resulted from this part was customer perception toward IMC and how much the
respondents related with these IMC as the resulted be presented on table 4.6 which 400 respondents
(100%) are agreed of Marketing Communications affect on their purchase behavior, 358 respondents
(89.5%) are agreed of Marketing Communications build relationship between them and its brand, 356
respondents (89%) are known that Marketing communications important to them.
34
Table 4.6: Perception toward IMC

Items Yes Percent No Percent
Do Marketing Communications 400 100.0% 0 0%
affect on your purchase behavior?
Do Marketing Communications 358 89.5% 42 10.5%
build relationship between you and
brand?
Is Marketing Communications 356 89.0% 44 11.0%
Important to you?
As marketing communication tool is an important way in between product and its customer
and to leading of brand purpose into customer mind for making any decision and to be an existing
customer along with brand. From the resulted shown on table 4.7, the number one tool that leads the
product into customer is advertising 290 respondents (72.5%) followed by sale promotions 54
respondents (13.5%).
Table 4.7: Marketing Communication Tool leads the product into your mind
Percent
Valid Advertising 290 72.5 72.5 72.5
Personal Selling 30 7.5 7.5 80.0
Direct Marketing 14 3.5 3.5 83.5
Public Relations 12 3.0 3.0 86.5
Sale Promotions 54 13.5 13.5 100.0
Total 400 100.0 100.0
35
Table 4.8: Factor made customer decides to used and engaged of product/service brand
Percent
Valid Price 134 33.5 33.5 33.5
Personal Preference 198 49.5 49.5 83.0
IMC 20 5.0 5.0 88.0
By Popularity/ By Trend 18 4.5 4.5 92.5
Product/ service quality 30 7.5 7.5 100.0
Total 400 100.0 100.0
From table 4.8, it shown the resulted of the factors made customers decides to used and
engaged of product/service brand, Personal Preference 198 (49.5%), Price 134 (33.5%) which IMC is
on the fourth rank 20 (5%) .
4.3 DATA RESULTED OF IMC ON HIGH INVOLVEMENT PRODUCT
Due on customer perception of IMC on high involvement product toward customer brand
engagement, the data resulted from 400 respondents (N) will show the connection how it affected.
Table 4.9: Marketing communication tool that customer think High involvement
product used the most to communicate with customer?
Frequency Percent Valid Cumulative
Percent Percent
(Continued)
36
Table 4.9 (Continued): Marketing communication tool that customer think High
involvement product used the most to communicate with customer?
Percent Percent
Valid Sale Promotions 72 18.0 18.0 100.0
Total 400 100.0 100.0
Even there are five marketing communication tool that the marketer can use to
communication with their brand customer but 171 (42.8%) respondents think advertising is the
communication tool which high involvement product used the most the engage with target customers,
public relations 76 (19%), Sale promotion 72(18%), Direct marketing 41(10.3%) and personal selling
40 (10%).
The table 4.9 show resulted based on customers’ perception of communication tool on high
involvement product then table 4.10 will present on IMC (five dimensions) of the study product
toward brand engagement.
Table 4.10: Resulted of IMC on high involvement product toward brand engagement.
Items Strongly Disagree Uncertain Agree Strongly

Disagree Agree
Advertising
Its brand greater effort to customize delivery 0 15 98 216 71
of the messages in terms of culture, feature 0% 3.8% 24.5% 54% 17.8%
and age length
You can see the advertising of the product 0 25 104 216 55
brand clearly in common area. 0% 6.3% 26% 54% 13.8%
You already interested in product and when 16 22 164 162 36
you see brand advertise. It will stimulated you 4% 5.5% 41% 40.5% 9%
need.
37
Table 4.10 (Continued): Resulted of IMC on high involvement product toward brand engagement.
Question Strongly Disagree Uncertain Agree Strongly
Disagree Agree
Advertising is important by informing its 0 7 31 219 143
brand. 0% 1.8% 7.8% 54.8% 35.8%
Public Relation
Public relations make you always aware of 0 6 31 287 76
new brand products. 0% 1.5% 7.8% 71.8% 19%
You are interested in tracking news release 3 29 194 152 22
for this brand. 0.8% 7.3% 48.5% 38% 5.5%
You often heard the news release before this 0 38 163 170 29
brand launched. 0% 9.5% 40.8% 42.5% 7.3%
Direct Marketing
You always got mailing or handbill from this 46 135 90 113 16
product brand. 11.5% 33.8% 22.5% 28.3% 4%
Always pay attention when the product brand 181 109 87 29 0
is presented by Telemarketing. 45.3% 27.3% 20.3% 7.3% 0%
When you got a catalog from any modern 62 89 131 105 13
trade/shop provider, this product brand will be 15.5% 22.3% 32.8% 26.3% 3.3%
on first page that attracted you.
Sale Promotion
This brand offer you more an incentive to 0 6 31 247 116
encourage your attention then action 0% 1.5% 7.8% 61.8% 29%
(purchase)
If the promotion of product is always 10 21 144 170 55
interested, you will engage with product 2.5% 5.3% 36% 42.5% 13.8%
brand.
Brand promotion of this product better than 15 17 215 129 24
other competitors that make consumer always 3.8% 4.3% 53.8% 32.3% 6%
engaged.
(Continued)
38
Table 4.10 (Continued): Resulted of IMC on high involvement product toward brand engagement.

Disagree Agree
Personal Selling
You are engaged with product brand when 28 77 189 93 13
have salesperson display it to you. 7% 19.3% 47.3% 23.3% 3.3%
You are likely to get some product 15 72 162 129 22
information before make decision and you are 3.8% 18% 40.5% 32.3% 5.5%
looking for salespersons around product shelf.
Brand Sales representatives are helpful to 7 27 106 191 69
build more trusted brand which make you 1.8% 6.8% 26.5% 47.8% 17.3%
satisfied toward brand engagement
It can summarize on advertising that 216 (54%) are agreed which brand greater effort to
customize delivery of the messages in terms of culture, feature and age length. 216 (54%) are agreed
which customers can see the advertising of the product brand clearly in common area. 164(41%) are
uncertain that they interested in product when see brand advertise and it will stimulated needed.
219 (54.8%) are agreed that advertising is important by informing its brand.
On public relations, 287 (71.8%) are agreed which Public relations make you always aware
of new brand products. 194 (48.5%) are uncertain of interested in tracking news release for this brand.
170 (42.5%) are agreed that they often heard the news release before this brand launched.
On direct marketing, 135 (33.8%) are disagreed which they got less mailing or handbill from
this product brand. 181 (45.3) are strongly disagreed to pay attention when the product brand is
presented by Telemarketing. 131 (32.8%) are uncertain when they got a catalog from any modern
trade/shop provider, this product brand will be on first page that attracted them.
39
On sale promotion, 247 (61.8%) are agreed which this brand offer them more an incentive to
encourage your attention then action (purchase). 170 (42.5%) are agreed if the promotion of product is
always interested, they will engage with product brand. 215 (53.8%) are uncertain that brand
promotion of this product better than other competitors.
On personal selling, 189 (47.3%) are uncertain to engaged with product brand when have
salesperson display product to you. 162 (40.5%) are uncertain to get some product information before
make decision and you are looking for salespersons around product shelf. 191 (47.8%) are agreed that
Brand Sales representatives are helpful to build more trusted brand which make you satisfied toward
brand engagement.
From customer’s perspective on this survey, they think the best of communication tool that
can bring the customer engaged with product brand on high involvement product, the highest score is
advertising 254 (63.5%) shown in table 4.11. The resulted from table 4.12 as the supported reason
why the respondents had think advertising is the best tool which 117 (29.3%) it can stimulate
preferred in the product.
Table 4.11: The best IMC tool for engaging with this High involvement product brand
Percent
Direct Marketing 2 .5 .5 72.3
Total 400 100.0 100.0
40
Table 4.12: Reason for engaging with IMC tool

Percent Percent
Valid Persuasively describe a 71 17.8 17.8 17.8
product direct to customer.
Create credibility. 53 13.3 13.3 31.0
Offer a good promotion 71 17.8 17.8 48.8
Can stimulate preferred in 117 29.3 29.3 78.0
the product
Create a good brand image 88 22.0 22.0 100.0
Total 400 100.0 100.0
4.4 DATA RESULTED OF IMC ON LOW INVOLVEMENT PRODUCT
On the other hand, customer perception of IMC on low involvement product toward customer
brand engagement, the data resulted from 400 respondents (N) will show the connection how it
affected.
There are five marketing communication tool that the marketer can be use to communication
with their brand customer but 234 (58.5%) respondents think advertising is the communication tool
which high involvement product used the most the engage with target customers, sale promotion 83
(20.8%), personal selling 39 (9.8%), public relation 26(6.5%) and Direct marketing 18(4.5%) (Table
4.13).
41
Table 4.13: Marketing communication tool that customer think Low involvement
product used the most to communicate with customer?
Percent Percent
Total 400 100.0 100.0
The table 4.14 show resulted based on customers’ perception of communication tool on low
involvement product then table 4.14 will present on IMC (five dimensions) of the study product
toward brand engagement.
Table 4.14 :Resulted of IMC on low involvement product toward brand engagement.
Items Strongly Disagree Uncertain Agree Strongly
Disagree Agree
Advertising
Its brand greater effort to customize delivery 0 6 100 233 61
of the messages in terms of culture, feature 0% 1.5% 25% 58.3% 15.3%
and age length
You can see the advertising of the product 0 11 63 246 80
brand clearly in common area. 0% 2.8% 15.8% 61.5% 20%
You already interested in product and when 20 31 177 127 45
you see brand advertise. It will stimulated you 5% 7.8% 44.3% 31.8% 11.3%
need.
Advertising is important by informing its 0 13 34 204 149
brand. 0% 3.3% 8.5% 51% 37.3%
42
Table 4.14 (Continued): Resulted of IMC on low involvement product toward brand engagement.
Disagree Agree
Public Relation
Public relations make you always aware of 0 8 26 280 86
new brand products. 0% 2% 6.5% 70% 21.5%
You are interested in tracking news release 0 34 163 169 34
for this brand. 0% 8.5% 40.8% 42.3% 8.5%
You often heard the news release before this 0 24 162 168 46
brand launched. 0% 6% 40.5% 42% 11.5%
Direct Marketing
You always got mailing or handbill from this 68 178 80 74 0
product brand. 17% 44.5% 20% 18.5% 0%
Always pay attention when the product brand 176 118 64 42 0
is presented by Telemarketing. 44% 29.5% 16% 10.5 0%
When you got a catalog from any modern 78 96 122 96 8
trade/shop provider, this product brand will be 19.5% 24% 30.5% 24% 2%
Sale Promotion
This brand offer you more an incentive to 0 12 44 224 120
encourage your attention then action 0% 3% 11% 56% 30%
(purchase)
If the promotion of product is always 12 18 170 162 38
interested, you will engage with product 3% 4.5% 42.5% 40.5% 9.5%
brand.
Brand promotion of this product better than 12 0 228 146 14
other competitors that make consumer always 3% 0% 57% 36.5% 3.5%
engaged.
Personal Selling
You are engaged with product brand when 44 58 196 84 18
have salesperson display it to you. 11% 14.5% 49% 21% 4.5%
43
Table 4.14 (Continued): Resulted of IMC on low involvement product toward brand engagement.
Disagree Agree
You are likely to get some product 20 72 146 124 38
information before make decision and you are 5% 18% 36.5% 31% 9.5%
Brand Sales representatives are helpful to 14 34 102 178 72
build more trusted brand which make you 3.5% 8.5% 25.5% 44.5% 18%
It can summarize on advertising that 233 (58.3%) are agreed which brand greater effort to
customize delivery of the messages in terms of culture, feature and age length. 246 (61.5%) are agreed
which customers can see the advertising of the product brand clearly in common area. 177(44.3%) are
uncertain that they interested in product when see brand advertise and it will stimulated needed.
204 (51%) are agreed that advertising is important by informing its brand.
On public relations, 280 (70%) are agreed which Public relations make you always aware
of new brand products. 169 (42.3%) are agreed that they interested in tracking news release for this
brand. 168 (42%) are agreed that they often heard the news release before this brand launched.
On direct marketing, 178 (44.5%) are disagreed which they got less mailing or handbill from
this product brand. 176 (44%) are strongly disagreed to pay attention when the product brand is
presented by Telemarketing. 122 (30.5%) are uncertain when they got a catalog from any modern
trade/shop provider, this product brand will be on first page that attracted them.
On sale promotion, 225 (56%) are agreed which this brand offer them more an incentive to
encourage your attention then action (purchase). 170 (42.5%) are uncertain if the promotion of
product is always interested, they will engage with product brand. 228 (57%) are uncertain that brand
promotion of this product better than other competitors.
44
On personal selling, 196 (49%) are uncertain to engaged with product brand when have
salesperson display product to you. 146 (36.5%) are uncertain to get some product information before
make decision and you are looking for salespersons around product shelf. 178 (44.5%) are agreed that
Brand Sales representatives are helpful to build more trusted brand which make you satisfied toward
brand engagement.
From customer’s perspective on this survey, they think the best of communication tool that
can bring the customer engaged with product brand on low involvement product, the highest score is
advertising 286 (71.5%) shown in table 4.15. The resulted from table 4.16 as the supported reason
why the respondents had think advertising is the best tool which 150 (37.5%) it can stimulate
preferred in the product.
Table 4.15: The best IMC tool for engaging with this Low involvement product brand
Percent
Personal Selling 38 9.5 9.5 81
Direct Marketing 0 0 0 0
Total 400 100.0 100.0
45
Table 4.16: Reason for engaging with IMC tool (Low)

Percent Percent
Valid Persuasively describe a 54 13.5 13.5 13.5
product direct to customer.
Create credibility. 28 7.0 7.0 20.5
Offer a good promotion 76 19.0 19.0 39.5
Can stimulate preferred in 150 37.5 37.5 77.0
the product
Create a good brand image 92 23.0 23.0 100.0
Total 400 100.0 100.0
4.5 COMPARING OF HIGH AND LOW INVOLVEMENT PRODUCT

Analysis of consumer perception, the study area of IMC between high and low involvement
product affected toward brand engagement which can be divided into 5 dimensions; Advertising, PR,
Direct marketing, Sale promotion and Personal selling as following detail:
Table 4.17: The analysis on Advertising by paired-sample T-Test

Involvement Product
X SD D SDD t Sig
comparing
High 15.31 2.11 0.1425 2.59 1.100 .272
low 15.45 2.09
From table 4.17, it presented X of high involvement Product is 15.31 which SD is 2.11 then
X of low involvement Product is 15.45 which SD is 2.09. To testing the hypothesis by using paired-
46
sample T-Test, D is 0.1425, SDD is 2.59, statistic T-Test is 1.100 which the level of significance
is .272. To these comparing, there is no different in statistic test but using advertising between high
and low involvement product are affected toward customer brand engagement because the level of
significance is above 0.05.
Table 4.18: The analysis on Public relations by paired-sample T-Test

Involvement Product
X SD D SDD t Sig
comparing
High 10.96 1.59 2.475 1.64 3.011 .003
low 11.21 1.57
is 0.003 that below than 0.05. To these comparing, there is different in statistic test. Using public
relations in high involvement product is affected toward customer brand engagement more than low
involvement product.
Table 4.19: The analysis on direct marketing by paired-sample T-Test

Involvement Product
X SD D SDD t Sig
comparing
High 7.49 2.32 0.5050 2.19 4.607 .000
low 6.98 2.32

47
is 0.000 that below than 0.05. To these comparing, there is different in statistic test. Using direct
marketing in high involvement product is affected toward customer brand engagement more than low
involvement product
Table 4.20: The analysis on Sale Promotion by paired-sample T-Test

Involvement Product
comparing X SD D SDD t Sig
High 11.11 1.71 0.1100 2.05 1.363 0.174
low 10.99 1.71
is 0.174 that above than 0.05. To these comparing, there is different in statistic test but using Sale
Promotion in high and low involvement product are affected toward customer brand engagement.
Table 4.21: The analysis on personal selling by paired-sample T-Test

Involvement Product
X SD D SDD t Sig
comparing
High 9.86 2.02 0.0575 5.43 0.561 0.575
low 9.81 2.22

48
is 0.575 that above than 0.05. To these comparing, there is no different in statistic test but using
personal selling in high and low involvement product are not affected toward customer brand
engagement.
4.6 CONCLUSION
This chapter analyzed and presented of sample data collection forms refer to the research
study. The resulted are cover all the research area consisted of demographic, customers perception on
IMC, customers perception of IMC on high and low involvement product toward brand engagement
and comparing resulted from high and low involvement product.
The summary of data will be present in the final chapter (chapter 5) which included of
summary of the study, summary of finding, research questions and assumption, answer of questions
and assumptions, discussion, conclusion and recommendation.
49
CHAPTER 5
CONCLUSIONS
This is the final chapter the most important researching emphasized in analysis part which
will be summarized and discussed. This researching presents the answers to the five research
questions and assumptions of this independent study. For each research question are discussed
separately based on the theory and the analyze data. The final part of this last chapter consists of
recommendation for future research.
5.1 SUMMARY OF STUDY

This study purpose to study of integrated marketing communication between high and low
involvement product affected to customer brand engagement, to find out of customer perception
which is the best marketing communication tool lead them to engaged with the product brand as the
different level of involvement. There are five communications tool; advertising, public relation, direct
marketing, sale promotion and personal selling. The samples were collected from 400 respondents
who live in Bangkok area which they are consumed and involved with the product. The sampling
method to be used for selecting sample was a questionnaire; the respondents answered all questions as
cover of research finding.
5.2 SUMMARY OF FINDING

Even though, there are any aspects toward customer brand engagement but belief in
traditional marketing strategy which integrated marketing communication today cannot ignoring.
Most of company those who are in the marketing filed try to performed themselves in the way to
attract the target.
50
In order to test the hypotheses of the customers’ view of integrated marketing

communication (IMC) on high and low involvement product affected toward customer brand
engagement which divided in to five variables; Advertising, Public relation, Direct Marketing, Sale
promotion and Personal selling. Each variable is facing to customers relation and its brand and
therefore to determine in the communication strategy. The hypotheses separated into two models
because of to comparing between the each variables of high and low involvement product which one
affected the most.
5.2.1 Customer perception toward IMC

The data resulted of perception part, due to the fact that 400 respondents (100%) were
believed that marketing communications affect on their purchase behavior. Almost respondents, 358
(89.5%) were agreed which marketing communications building relationship between customer and
brand. Then 356 respondents (89%) trusted that marketing communication important to them.
5.2.2 IMC on Low involvement product
To answer of the hypothesis based on low involvement product which the research study
focusing on integrated marketing communication (IMC) by using of five communication tools
affected toward customers brand engagement. Data resulted shown in table 4.15 which all the
respondents from the sample are agreed that IMC tools have a potential to lead customer engaged
with the product brand even it is low involvement product; involves less or no risk but where
advertising, PR, direct marketing, sale promotion and personal selling underlying motivation are
positive.
51
5.2.3 IMC on High involvement product
High involvement product where it is in the same position as same as low involvement
product but it differed on customer perceived toward product because of high cost and high risk. Due
to the fact of data resulted on table 4.10, all IMC tools still affected toward customer brand
engagement of high involvement product, which in some dimension has low score but it can
understand that not necessary all of tools has the same potential level.
5.3 RESEARCH QUESTTIONS AND ASSUMPTIONS

According from chapter 1, the research study objectives to answer these questions;
5.3.1 Research questions;

Research question 1: How the consumers are engaged with the brand product or service?
Research question 2: What are the benefits of using integrated marketing communications (IMC)?
Research question 3: Which is the most successful marketing communication tool to be used for low
Research question 4: How can IMC affected toward Brand engagement?
5.3.2 Assumptions;
Assumption 1: Using advertising on low product involvement is strongly affected toward customer
Assumption 2: Using personal selling on high involvement product is strongly affected toward
customer brand engagement higher than low involvement product.
52
Assumption 3: Using public relations on low involvement product is strongly affected toward
customer brand engagement higher than high involvement product.
Assumption 4: Using direct marketing on high involvement product is strongly affected toward
customer brand engagement higher than low involvement product
Assumption 5: Using sale promotion on low involvement product is strongly affected toward
5.4 ANSWER RESEARCH QUESTTIONS AND ASSUMPTIONS
Research question 1: How the customers are engaged with the product or service brand?
The researcher has studies the way by customer engaged with the product or service brand,
mostly customer will be engaged with these product or service by purchasing order which gain the
profit to the company and satisfy those customer need. Just purchasing behavior in not enough to gain
more the business efficiency because sometime those customers might decide to purchased only one
time. Although, marketing communication tool is used as usual in marketing strategy but the using
purposes of integrated marketing communication are more than that
At first between the relations was affected to purchasing behavior but after they were an
existing customer then product brand has to make the customer keeping aware on it information or
news. Then integrated marketing communication (IMC) is best tools that connected the wider gaps
between customer and its brand. IMC tool can divided into five tools; advertising, public relation,
direct marketing, sale promotion and personal selling. Due on the fact from table 4.6, most of the
respondents are agreed which marketing communication as build the relationship to make them
engaged between their product or service and it was so important that cannot ignored.
53
Research question 2: What are the benefits of using integrated marketing communications (IMC)?
It clearly that integrated marketing communication has create the benefit because the research
found that customers are engaged which all marketing communication tools but depends on involving
product and reasons. Mostly of customers perspective to its benefit because of marketing
communication tool like advertising can stimulate preferred in the product even it used on high or low
involvement product. The support answer shown in table 4.12 and 4.16 between high and low
involvement product, even the frequency by each reason not the same score but looking from the
ranking; can stimulate preferred in the product, create a good brand image, persuasively describe a
product direct to customer, offer a good promotion and create credibility.
From another research, Gabrielsson & Johansson (2002, p. 65) IMC has a strong position to
“creates synergies and faster marketing communication solution for the client”. Another benefit
found IMC able to provide the overview of product or service to their customers and avoid unclear
communication between customers and firms.
Research question 3: Which is the most successful marketing communication tool to be used for low
As the product study had divided into the level of product involvement; high and low
involvement product. Furthermore, using of IMC also help the product brand got into the market and
lead to customer awareness. Because the tools bring trust, consistency, accessibility and credibility of
the product brand. Due to the resulted shown in table 4.9, most respondents 171 (42.8%) are answered
that advertising was the best marketing communication tools which the marketer will be use for
advertise high involvement product information to the target customers. On the other hand, 234
(58.5%) respondents a bit higher than high involvement, still gave the same their perspective answer
that advertising is the best suitable marketing communication tool for low involvement product to
communicate with customers (see in table 4.13).
54
Research question 4: How can IMC affected toward brand engagement?
The researcher found the overall of this research study which IMC in tools are affected
toward brand engagement but it might not in the same potential level. It depends on each marketing
communication tools has enough efficiency to persuade the existing customer to keeping them
engaged with product brand. Moreover, brand engagement is not defined to the end of customer to
purchase but make the customer aware on product brand and maintain a good relation toward brand.
The most important traditional purpose the marketing communication area which is
developed by integrated marketing communication (IMC); advertising, public relations, direct
marketing, sale promotion and personal selling and because of different of communication tools will
positioned to encouraged and offered special benefit to their consumer and gain of involving behavior
as well. The supported answer on table 4…. And 4…. shown that all the respondents are engaged to
the power of IMC that even though compared their perception between high and low involvement
product.
Assumption 1: Using advertising on low involvement product is strongly affected toward customer
H0 = Using advertising on low and high involvement product is no significant difference between the
means affected toward customer brand engagement.
H1 = Using advertising on low and high involvement product is significant difference between the
To answer the assumption, it illustrated from table 4.17 there was no significance different by
using advertising for high involvement product (mean= 15.31, SD= 2.11) and low involvement
product (mean=15.24. SD=2.09), T value = 1.100 and the significance level was 0.272 which it was
greater than 0.05. Therefore what I assumed was not accepted, because using advertising on low
55
involvement product was not strongly affected toward customer brand engagement more than high
involvement product..
Assumption 2: Using personal selling on high involvement product is strongly affected toward
H0 = Using personal selling on low and high involvement product is no significant difference between
the means affected toward customer brand engagement.
H1 = Using personal selling on low and high involvement product is significant difference between the
using personal selling for high involvement product (mean= 9.86, SD= 2.02) and low involvement
greater than 0.05. Therefore what I assumed was not accepted, because using personal selling on high
involvement product was not strongly affected toward customer brand engagement more than low
Assumption 3: Using public relations on low product involvement is strongly affected toward
H0 = Using public relations on low and high involvement product is no significant difference between
H1 = Using public relations on low and high involvement product is significant difference between the
To answer the assumption, it illustrated from table 4.18 there was significance different by
using personal selling for high involvement product (mean= 10.96, SD= 1.59) and low involvement
56
less than 0.05. Therefore what I assumed was accepted, using public relations on low involvement
product was strongly affected toward customer brand engagement more than high involvement
product.
Assumption 4: Using direct marketing on high involvement product is strongly affected toward
H0 = Using direct marketing on low and high involvement product is no significant difference between
H1 = Using direct marketing on low and high involvement product is significant difference between
To answer the assumption, it illustrated from table 4.19 there was significance different by
using direct marketing for high involvement product (mean= 7.49, SD= 2.32) and low involvement
less than 0.05. Therefore what I assumed was accepted, using direct marketing on high involvement
product was strongly affected toward customer brand engagement more than low involvement
product.
Assumption 5: Using sale promotion on low product involvement is strongly affected toward
H0 = Using sale promotion on low and high involvement product is no significant difference between
H1 = Using sale promotion on low and high involvement product is significant difference between the
57
using sale promotion for high involvement product (mean= 11.11, SD= 1.71) and low involvement
product (mean= 10.99 SD=1.71), T value = 1.363 and the significance level was 0.174 which it was
greater than 0.05. Therefore what I assumed was not accepted, using sale promotion on high
involvement product was not strongly affected toward customer brand engagement more than low
5.5 CONCLUSION
According to this independent study, the resulted of research study found that the integrated
marketing communication (IMC) on high and low involvement product affected toward customer
brand engagement. It stated that customer acknowledged of the benefit on IMC in which each
marketing communication tools helped them to connect and engage with the product brand, even the
tool might not succeed in the same effectiveness and depends on level of involvement product.
From the analysis data shown that integrated marketing communication (IMC) included by
advertising, public relations, direct marketing, sales promotion and personal selling are affected
toward customer brand engagement by compared between high and low involvement product. The
successful marketing communication tools as most respondents consumed the most was advertising
which it was strongly affected on both of high and low involvement product. Refer to the resulted of
personal selling and sale promotions which there was strongly affected on both of high and low
involvement product as the same efficiency level. By contrast with public relations on low
involvement product which it was strongly affected toward customer brand engagement more than
high involvement product because more product production and customers had more awareness on the
product new releases. Next, direct marketing on high involvement product which it was strongly
affected toward customer brand engagement more than low involvement product because the product
brand information sent direct to customers and highly persuades to brand engagement.
58
Therefore, IMC is an essential to those companies and its customers; company’s marketers
have to use marketing communication tools to attract the new target customer, by another aimed to
keeping the existing customers who have to be aware of their product brand which customers always
perceived its information and feel positive in their mind then lead them toward a better relationship
among each other.
5.6 RECOMMEDATION FOR FUTURE RESEARCH

Where this study focused of IMC toward customer brand engagement, it is a new relatively
concept and not seen much in research area. It seems a plenty of research area to explore according to
this research subject. Earlier two variables that the study focused on are high and low involvement
product, it might be the general thing to getting customers perspective in how IMC lead them to
engaged with product brand even the customer might not decide to purchase but aware to those it
product/service.
Since the independent study only cover on IMC benefits and five dimension effected due on
customers perspective, it would be interesting to future research to finding at the implementation on
IMC strategy toward brand engagement to see more effect and result. Furthermore try to study
advantages and disadvantages of each marketing communication tools.
The suggestion for future research, there are;
 Would an IMC give a strong potential toward brand engagement?
 What are the advantages and disadvantages of using IMC toward brand engagement?
 Uses specify product feature on comparing due on this research topic
 Do IMC toward brand engagement improve promotional efficiency?

59
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APPENDIX I: The Study of Integrated Marketing Communication on High and Low

Involvement Product which affected toward Customer Brand Engagement
This questionnaire asks on your opinions related on High and Low involvement product how Integrated Marketing
Communication (IMC) leads you to engage with the brands.
It will take 5 – 10 minutes of your time to read and answer each question. It would be appreciated for completed this
questionnaire.
The study is the part of Independent Study, Master’s Degree in Business Administration International Program,
Bangkok University.
Part I : General Information
1. Sex:  Male  Female
2. Age:  Less than 20 years old

 20-30 years old
 31-40 years old
 41-50 years old
 51 years old or more
3. Education:
 Less than secondary / under certificate
 High School
 Bachelor Degree
 Master Degree
 Doctoral Degree
65
4. Currently Career:
 Private
 Government
 Business Owner
 Non-Profit
 Student
 Unemployment
 Other____________
5. Monthly Income:
 Under 10,000 baht
 10,001 – 20,000 baht
 20,001 – 30,000 baht
 30,001 - 40,000 baht
 40,001 – 50,000 baht
 Over 50,001 baht
Part II: Knowledge of IMC
Integrated Marketing Communications is the exchange process and the development of relationships by carefully
examining the need and want of consumers, developing a product or service that satisfied these needs, offering it at a
certain price, making it available through a particular place or channel of distributing and developing a program of
promotion or communication to create awareness and interest”. Marketing Communications has a several tools
which are Advertising, PR, Direct Marketing, Sale Promotion and Personal Selling.
6. Do Marketing Communications affect on your purchase behavior?
 Yes
 No
66
7. Do Marketing Communications build relationship between you and brand?
 Yes
 No
8. Is Marketing Communications important to you?

 Yes
 No
9. Which Marketing Communication Tool leads the product into your mind?
(Choose 1 answer)
 Advertising
 Personal Selling
 Direct Marketing
 Public Relations
 Sale Promotions
10. What factor made you decides to used and engaged of product/service brand?
(Choose 1 answer)
 Price
 Personal Preference
 Integrated Marketing Communication (IMC)
 By Popularity/ By Trend
 Product/ service quality
67
Part III: Perception of Integration Marketing Communication (IMC) on “Sony Camera”(high involvement
product) toward Brand engagement
11. Which marketing communication tool that you think High involvement product used the most to communicate
and establish consumer brand engagement? (Choose 1 answer)
 Advertising
 Sale Promotions
Note: High-Involvement Products, products for which the buyer is prepared to spend considerable time and effort
in searching.

Disagree Agree
Advertising
12. Its brand greater effort to customize
delivery of the messages in terms of culture,
feature and age length
13. You can see the advertising of the product
brand clearly in common area.
14. You already interested in product and
when you see brand advertise. It will
stimulate you needs.
68

Disagree Agree
15.Advertising is important by informing a
brand
Public Relation
16. Public relations make you always aware
of new brand products.
17. You are interested in tracking news
release for this brand.
18. You often heard the news release before
this brand launched.
Direct Marketing
19. You always got mailing or handbill from
this product brand.
20. Always pay attention when the product
brand is presented by Telemarketing.
21. When you got a catalog from any modern
trade/shop provider, this product brand will be
Sale Promotion
22. This brand offers you more an incentive to
encourage your attention then action
(purchase).
23. If the promotion of product is always
interested, you will engage with product
brand.
24. Brand promotion of this product better
than other competitors that make consumer
always engaged.
69

Disagree Agree
Personal Selling
25. You are engaged with product brand when
have salesperson display it to you.
26. You are likely to get some product
information before make decision and you are
27. Brand Sales representatives are helpful to
build more trusted brand which make you
28. Which tool do you think is the best for engaging with this high involvement product brand (Choose 1 answer)
 Advertising
 Sale Promotions
29. Based on question no.28, why this tool was the best? (Choose 1 answer)
 Persuasively describe a product direct to customer.

 Create credibility.
 Offer a good promotion.
 Can stimulate preferred in the product.
 Create a good brand image.
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Part IV: Perception of Integration Marketing Communication (IMC) on “COKE”(low involvement product)
toward Brand engagement
30. Which marketing communication tool that you think Low involvement product
used the most to communicate and establish consumer brand engagement ?
(Choose 1 answer)
 Advertising
 Sale Promotions
Note: Low-Involvement Products - products which are bought frequently and with a minimum of thought and
effort because they are not of vital concern nor have any great impact on the consumer's lifestyle.

Disagree Agree
Advertising
31. Its brand greater effort to customize
delivery of the messages in terms of culture,
feature and age length
32. You can see the advertising of the product
brand clearly in common area.
33. You already interested in product and
when you see brand advertise. It will
stimulate you needs.
71

Disagree Agree
34.Advertising is important by informing a
brand
Public Relation
35. Public relations make you always aware
of new brand products.
36. You are interested in tracking news
release for this brand.
37. You often heard the news release before
this brand launched.
Direct Marketing
38. You always got mailing or handbill from
this product brand.
39. Always pay attention when the product
brand is presented by Telemarketing.
40. When you got a catalog from any modern
trade/shop provider, this product brand will be
Sale Promotion
41. This brand offers you more an incentive to
encourage your attention then action
(purchase).
42. If the promotion of product is always
interested, you will engage with product
brand.
43. Brand promotion of this product better
than other competitors that make consumer
always engaged.
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Disagree Agree
Personal Selling
44. You are engaged with product brand when
have salesperson display it to you.
45. You are likely to get some product
information before make decision and you are
46. Brand Sales representatives are helpful to
build more trusted brand which make you
47. Which tool do you think is the best for engaging with this low involvement product brand (Choose 1 answer)
 Advertising
 Sale Promotions
48. Based on question no.47, why this tool was the best? (Choose 1 answer)
 Persuasively describe a product direct to customer.

 Create credibility.
 Offer a good promotion.
 Can stimulate preferred in the product.
 Create a good brand image.
“Thank You”
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APPENDIX II: การศึกษากลยุทธ์ การสื่อสารทางการตลาด (Integrated Marketing Communication)

ของสินค้ าทีม่ สี ่ วนร่ วมสุ งและตา่ ซึ่งมีผลต่ อการสร้ างประสบการณ์ ร่วมระหว่ างแบรนด์ กบั
ผู้บริโภค
จุดประสงค์ของแบบสอบถามฉบับนี้ เพื่อเป็ นข้อมูลประกอบรายงานการวิจยั เกี่ยวกับกลยุทธ์การสื่ อสารทางการตลาด

เพื่อส่งเสริ มการขายของสิ นค้า ซึ่งมีผลต่อความสัมพันธ์ระหว่างแบรนด์และผูบ้ ริ โภค
แบบสอบถามจะใช้เวลา 5 -1 0 นาที ในการอ่านและตอบคาถามแต่ละข้อ
แบบสอบถามฉบับนี้เป็ นส่วนหนึ่งของวิชาการค้นคว้าอิสระ หลักสูตรบริ หารธุรกิจมหาบัณฑิต ภาคภาษาอังกฤษ

มหาวิทยาลัยกรุ งเทพ
ส่ วนที่ 1 : ข้ อมูลทัว่ ไป
1. เพศ  เพศชาย  เพศหญิง
2. อายุ  ต่ากว่า 20 ปี
 20 – 30 ปี
 31 – 40 ปี
 41 – 50 ปี
 51 ปี ขึ้นไป
3. การศึกษา  ต่ากว่ามัธยมศึกษา/ ปวช.

 มัธยมศึกษา
 ปริ ญญาตรี
 ปริ ญญาโท
 ปริ ญญาเอก
74
4. อาชีพ  เอกชน
 ข้าราชการ
 ธุรกิจส่วนตัว
 องค์กรไม่แสวงหาผลกาไร
 นักเรี ยน นิสิต นักศึกษา
 ว่างงาน
 อื่นๆ (โปรดระบุ).......................................
5. รายได้ต่อเดือน  น้อยกว่า 10,000 บาท

 10,001 – 20,000 บาท
 20,001 – 30,000 บาท
 30,001 – 40,000 บาท
 40,001 – 50,000 บาท
 50,001 บาท ขึ้นไป
ส่ วนที่ 2 : ความรู้ ทวั่ ไปเกีย่ วกับการกลยุทธ์ การสื่อสารทางการตลาด (Integrated Marketing Communication)
กลยุทธ์ การสื่อสารทางการตลาด (IMC) เป็ นกระบวนการแลกเปลี่ยนและพัฒนาความสัมพันธ์ระหว่างผูซ้ ้ือและผูข้ าย

โดยต้องมีตรวจสอบอย่างรอบคอบถึงความต้องการของผูบ้ ริ โภค เพื่อพัฒนาสิ นค้าหรื อบริ การที่พึงพอใจต่อความ
ต้องการเหล่านี้ได้ โดยการนาเสนอสิ นค้าต่างๆจะทาผ่านช่องทางการจัดจาหน่าย และพัฒนาโปรแกรมการส่งเสริ มการ
ขายหรื อการสื่ อสาร เพื่อสร้างความตระหนักและความสนใจแก่ผบู ้ ริ โภค โดย ใช้ร่วมกันอย่างมีประสิ ทธิภาพ กลยุทธ์
ทางการสื่ อสารได้แก่ท้ งั การโฆษณาผ่านสื่ อต่างๆ(Advertising) การขายโดยพนักงาน ( Personal Selling) การส่งเสริ ม
การขาย (Sales Promotion) การประชาสัมพันธ์ (Public Relations) และการขายตรงแกผูบ้ ริ โภค (Direct Marketing)
6. การสื่ อสารทางการตลาดมีผลต่อพฤติกรรมการซื้อของคุณหรื อไม่
 มี  ไม่มี
75
7. การสื่ อสารทางการตลาดช่วยสร้างความสัมพันธ์ระหว่างคุณกับแบรนด์หรื อไม่
 ใช่  ไม่ใช่
8. การสื่ อสารทางการตลาดมีความสาคัญสาหรับคุณหรื อไม่
 มี  ไม่มี
9. กลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดใด ที่สามารถนาเสนอสิ นค้าตรงความต้องการของคุณ
(โปรดเลือก 1 ข้อ)
โฆษณาผ่านสื่ อ(Advertising)
การขายโดยพนักงาน (Personal Selling)
การขายตรง(Direct Marketing)
การประชาสัมพันธ์ (Public Relations)
การส่งเสริ มการขาย (Sales Promotion)
10. ปั จจัยอะไรที่ช่วยทาให้คุณตัดสิ นใจเลือกซื้อหรื อเลือกใช้ผลิตภัณฑ์น้ นั ๆ
 ราคา
 ความชอบส่วนตัว
 กลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาด
 ตามความนิยมหรื อค่านิยมในปั จจุบนั
 คุณภาพของสิ นค้า
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ส่ วนที่ 3 : ทัศนคติต่อการใช้ กลยุทธ์ หรือเครื่องมือสื่อสารทางการตลาดต่ อสินค้ าทีม่ สี ่ วนร่ วมสู งของกล้ องถ่ ายรู ปโซนี่
ต่ อการสร้ างประสบการณ์ ร่วมระหว่ างแบรนด์ กบั ผู้บริโภค
11.กลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดใดที่คุณคิดว่า สินค้ าทีม่ สี ่ วนร่ วมสู ง High involvement Product นิยม
นามาใช้มากที่สุดในการสร้างการสื่ อสารทางการตลาดกับผูบ้ ริ โภค (โปรดเลือก 1 ข้อ)
ข้ อมูลเพิม่ เติม: สิ นค้าที่มีส่วนร่ วมสูง High involvement Product หมายถึง สิ นค้าที่มีราคาสูง ไม่คุน้ เคย ผูบ้ ริ โภคต้อง
พยายามในการหาข้อมูลและใช้เวลามากก่อนการตัดสิ นใจซื้อ อาทิเช่น รถยนตร์ บ้าน เป็ นต้น
ไม่เห็นด้ วอย่างยิง่ ไม่เห็นด้ วย ไม่แน่ ใจ เห็นด้ วย เห็นด้ วยอย่างยิง่

คำถำม
โฆษณาผ่านสื่อ(Advertising)
12. แบรนด์มีความพยายามที่จะปรับแต่งการ
ส่งข้อความในแง่ของวัฒนธรรม,คุณลักษณะ
และช่วงของอายุ
13. คุณสามารถเห็นโฆษณาของตราสิ นค้า

อย่างชัดเจนในพื้นที่ทว่ั ไป
77

คำถำม
14. คุณมีความสนใจในสิ นค้าและเมื่อคุณเห็น

โฆษณาแบรนด์ จะกระตุน้ ให้คุณเกิดความ
ต้องการ
15. สื่ อโฆษณาเป็ นสิ่ งสาคัญที่จะช่วยให้

แบรนด์เผยแพร่ และเป็ นที่รู้จกั
การประชาสัมพันธ์ (Public Relations)
16. การประชาสัมพันธ์ทาให้คุณเทราบถึง
สิ นค้าของแบรนด์ที่ออกใหม่เสมอ
17. คุณสนใจติดตามข่าวประชาสัมพันธ์ของ
แบรนด์น้ ี
18. คุณมักจะได้ยนิ ข่าวประชาสัมพันธ์การ

เปิ ดตัวสิ นค้าใหม่ของแบรนด์ก่อนมีการวาง
จาหน่าย
การขายตรง(Direct Marketing)
19. คุณมักจะได้รับแผ่นพับหรื อใบปลิว

โฆษณาของแบรนด์สินค้านี้เสมอ
20. คุณมักจะให้ความสนใจในสิ นค้าเมื่อมีการ

นาเสนอขายและบริ การผ่านทางโทรศัพท์
21. เมื่อคุณได้รับแคตตาล๊อคสิ นค้าจากร้านค้า

หรื อผูใ้ ห้บริ การ แบรนด์สินค้านี้มกั จะอยูใ่ น
หน้าแรกที่คุณสนใจ
การส่ งเสริมการขาย (Sales Promotion)
22.โปรโมชัน่ ของแบรนด์สินค้านี้กระตุน้
แรงจูงใจ เพื่อส่งเสริ มให้ผบู ้ ริ โภคซื้อสิ นค้า
78

คำถำม
23หากโปรโมชัน่ ของสิ นค้ามีความน่าสนใจ

คุณจะมีส่วนร่ วมกับแบรนด์สินค้าอย่างเสมอ
24.การจัดโปรโมชัน่ ของแบรนด์สินค้านี้ ดีกว่า

สิ นค้าคู่แข่งประเภทเดียวกัน
การขายโดยพนักงาน (Personal Selling)
25.คุณชอบหรื อต้องการสิ นค้าเมื่อมีพนักงาน

ขายมาขายนาเสนอขายให้คุณ
26. คุณมีแนวโน้มที่ตอ้ งการได้รับข้อมูลสิ นค้า

ก่อนที่จะตัดสิ นใจและคุณจะมองหาพนักงาน
ขายของสิ นค้านี้ที่บรเวณจุดขายนั้น
27.ตัวแทนขายสิ นค้าจะช่วยในการสร้างตรา
สิ นค้าที่เชื่อถือได้ ที่ทาให้คุณพอใจต่อความ
ผูกพันในแบรนด์สินค้านี้
28. คุณคิดว่ากลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดใด ที่ดีที่สุดและเหมาะสมสาหรับการสร้างความสัมพันธ์

ระหว่างคุณกับแบรนด์สินค้าของกล้อง โซนี่ Sony ได้ (โปรดเลือก 1 ข้อ)
79
29. จากคาถามข้อ 28 ทาไมคุณถึงคิดว่ากลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดที่คุณเลือกถึงดีที่สุดและเหมาะสม

ที่สุด (โปรดเลือก 1 ข้อ)
 มีการชวนเชิญและอธิบายข้อมูลของสิ นค้าให้แก่ผบู ้ ริ โภคโดยตรง

 สร้างความน่าเชื่อถือต่อแบรนด์สินค้า
 มีการนาเสนอโปรโมชัน่ ที่ดี
สามารถกระตุน้ ความต้องการที่มีต่อสิ นค้า
มีการสร้างภาพลักษณ์ของแบรนด์สินค้าที่ดี
ส่ วนที่ 4: ทัศนคติต่อการใช้ กลยุทธ์ หรือเครื่องมือสื่อสารทางการตลาดต่ อสินค้ าทีม่ สี ่ วนร่ วมตา่ ผลิตภัณฑ์ เครื่องดืม่ โค้ ก
(Coke) ต่ อการสร้ างประสบการณ์ ร่วมระหว่ างแบรนด์ กบั ผู้บริโภค
30 .กลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดใดที่คุณคิดว่าสินค้ าทีม่ สี ่ วนร่ วมตา่ Low involvement Product นิยม
นามาใช้มากที่สุดในการสร้างการสื่ อสารทางการตลาดกับผูบ้ ริ โภค (โปรดเลือก 1 ข้อ)
ข้ อมูลเพิม่ เติม: สิ นค้าที่มีส่วนร่ วมต่า Low involvement Product หมายถึง สิ นค้าที่ซ้ือได้บ่อย ผูบ้ ริ โภคมีความคุน้ เคย
ราคาไม่สูง อาทิเช่น สิ นค้าอุปโภค/บริ โภค สบู่, แชมพู, ข้าวสาร, อาหารแห้ง เป็ นต้น
80

คำถำม
โฆษณาผ่านสื่อ(Advertising)
31. แบรนด์มีความพยายามที่จะปรับแต่งการ
ส่งข้อความในแง่ของวัฒนธรรม,คุณลักษณะ
และช่วงของอายุ
32. คุณสามารถเห็นโฆษณาของตราสิ นค้า

อย่างชัดเจนในพื้นที่ทว่ั ไป
33. คุณมีความสนใจในสิ นค้าและเมื่อคุณเห็น

โฆษณาแบรนด์ จะกระตุน้ ให้คุณเกิดความ
ต้องการ
34. สื่ อโฆษณาเป็ นสิ่ งสาคัญที่จะช่วยให้

แบรนด์เผยแพร่ และเป็ นที่รู้จกั
การประชาสัมพันธ์ (Public Relations)
35. การประชาสัมพันธ์ทาให้คุณเทราบถึง
สิ นค้าของแบรนด์ที่ออกใหม่เสมอ
36. คุณสนใจติดตามข่าวประชาสัมพันธ์ของ
แบรนด์น้ ี
37. คุณมักจะได้ยนิ ข่าวประชาสัมพันธ์การ

เปิ ดตัวสิ นค้าใหม่ของแบรนด์ก่อนมีการวาง
จาหน่าย
การขายตรง(Direct Marketing)
38. คุณมักจะได้รับแผ่นพับหรื อใบปลิว

โฆษณาของแบรนด์สินค้านี้เสมอ
39. คุณมักจะให้ความสนใจในสิ นค้าเมื่อมีการ

นาเสนอขายและบริ การผ่านทางโทรศัพท์
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คำถำม
40. เมื่อคุณได้รับแคตตาล๊อคสิ นค้าจากร้านค้า

หรื อผูใ้ ห้บริ การ แบรนด์สินค้านี้มกั จะอยูใ่ น
หน้าแรกที่คุณสนใจ
การส่ งเสริมการขาย (Sales Promotion)
41.โปรโมชัน่ ของแบรนด์สินค้านี้กระตุน้
แรงจูงใจ เพื่อส่งเสริ มให้ผบู ้ ริ โภคซื้อสิ นค้า
42.หากโปรโมชัน่ ของสิ นค้ามีความน่าสนใจ

คุณจะมีส่วนร่ วมกับแบรนด์สินค้าอย่างเสมอ
43.การจัดโปรโมชัน่ ของแบรนด์สินค้านี้ ดีกว่า

สิ นค้าคู่แข่งประเภทเดียวกัน
การขายโดยพนักงาน (Personal Selling)
44.คุณชอบหรื อต้องการสิ นค้าเมื่อมีพนักงาน

ขายมาขายนาเสนอขายให้คุณ
45. คุณมีแนวโน้มที่ตอ้ งการได้รับข้อมูลสิ นค้า

ก่อนที่จะตัดสิ นใจและคุณจะมองหาพนักงาน
ขายของสิ นค้านี้ที่บรเวณจุดขายนั้น
46.ตัวแทนขายสิ นค้าจะช่วยในการสร้างตรา
สิ นค้าที่เชื่อถือได้ ที่ทาให้คุณพอใจต่อความ
ผูกพันในแบรนด์สินค้านี้
82
47. คุณคิดว่ากลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดใด ที่ดีที่สุดและเหมาะสมสาหรับการสร้างความสัมพันธ์

ระหว่างคุณกับแบรนด์สินค้าโค้ก (Coke) ได้ (โปรดเลือก 1 ข้อ)
48. จากคาถามข้อ 47 ทาไมคุณถึงคิดว่ากลยุทธ์หรื อเครื่ องมือสื่ อสารทางการตลาดที่คุณเลือกถึงดีที่สุดและเหมาะสม

ที่สุด (โปรดเลือก 1 ข้อ)
 มีการชวนเชิญและอธิบายข้อมูลของสิ นค้าให้แก่ผบู ้ ริ โภคโดยตรง

 สร้างความน่าเชื่อถือต่อแบรนด์สินค้า
 มีการนาเสนอโปรโมชัน่ ที่ดี
สามารถกระตุน้ ความต้องการที่มีต่อสิ นค้า
มีการสร้างภาพลักษณ์ของแบรนด์สินค้าที่ดี
“ขอขอบคุณค่ ะ”
83
APPENDIX III: 400 sample size
Source: Answer Research Inc. http://www.answersresearch.com

84
BIODATA
Name: Miss Ratanakamol Chansiri

Date of Birth: August 22, 1983
Place of Birth: Bangkok, Thailand
Education: Bangkok University International College, Bachelor of Communication Arts, 2005.
Bangkok University, Graduated School, Master of Business Administration, 2010

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THE STUDY OF INTEGRATED MARKETING

COMMUNICATION ON HIGH AND LOW INVOLVEMENT

An Independent Study presented to

Chansiri, Ratanakamol. Master of Business Administration, June 2010, Graduate School,

Special thanks to Dr. Wuthichai Sitthimalakorn who is my advisor of Independent Study as

TABLE OF CONTENTS (CONTINUED)

LIST OF TABLES (CONTINUED)

1.1 BACKGROUND OF THE STUDY

1.2 STATEMENT OF PROBLEM

1.3 INTENTION AND REASON OF STUDY

Integrated Marketing Communication (IMC) is planned to drive of company product or

1.4 RESEARCH OBJECTIVES

The objectives of research study are:

1.5 RESEARCH QUESTION

1.7 BENEFITS OF RESEARCH

This independent study is research on how integrated marketing communications (IMC)

Figure 1.1: Conceptual Framework

Public Relations Public Relations

Personal Selling Personal Selling

Sales Promotion Sales Promotion

Direct Marketing Direct Marketing

1. Advertising on High involvement product which affected toward customer brand

1.9 DEFINITIONS OF TERMS

2.1 INTEGRATED MARKETING COMMUNICATION (IMC)

Integrated Marketing Communications can describe to approach marketing

Promotion: Promotional Mix: IMC:

Process Tools Management

2.2 THE OBJECTIVES AND BENEFITS OF IMC

2.3 THE TOOLS OF IMC

From that research mentioned before, integrated marketing communication is integration of

Figure 2.2: Traditional Marketing Mix

Product Price Promotion Distribution

Advertising Customer Personal

Direct Marketing Public

Advertising is a key element to attract customer or awareness, “Advertising is paid, non-

Table 2.1: Advertising-to-sales ratios in selected industries

Table 2.1 (Continued): Advertising-to-sales ratios in selected industries

Public Relations (PR)

Figure 2.3: Sale Promotions Target

Trade Producer Internal

Distributor Promotions Sales force

Source: Baker, M.J. (2003). The marketing book

2.4 MARKETING IMPLICATIONS OF INVOLVEMENT PRODUCT

High and low involvement product is an essential variable in marketing because it

2.5 IMC TOWARD BRAND ENGAGEMENT

3.1 RESEARCH METHODOLOGY

3.2 RESEARCH DESIGN

Figure 3.1: The marketing research process

Source: MacDaniel & Gates (1998) Marketing Research Essentials, P.25

3.2.1 Research purpose

Correlation research is determined of two or more variable together, measuring of

3.2.2 Research approach

3.3 POPULATION AND SAMPLE SELECTION

3.4 DATA COLLECTION METHOD

Table 3.1: The three different types of questionnaire

3.5 CODING STRUCTURE

Table 3.2: Questionnaire Coding: Multiple-choice (Appendix 1)

Response items Values

Table 3.2 (Continued): Questionnaire Coding: Multiple-choice

Response items Values