กลยุทธ์โฆษณาแฝงเพื่อสร้างความภักดีในแบรนด์ธุรกิจ: กรณีศึกษา การออกแบบสติ๊กเกอร์ไลน์แอพพลิเคชั่น

Abstract

This independent research is based on subject of “Product Placement Strategies for Building Brand Royalty: A Case Study Design of Sticker on Line Application”. The objective of this research is studying the product placement strategies for building brand royalty in case study of design sticker on line application. The Samples and equipment that we’ve used for this research is consisted of the interview of the 3 design specialists with random the 400 Line application users by using the questionnaire. We analyze the information by using statistic percentage, average and standard deviation. According to the result of this research, mostly of samples are women and age between 21-30 years old. Status single. Graduated in Bachelor’s degree. And almost are college student, monthly emolument around 10,001 – 20,000 baht. They have used Line application more than 2 years and using the application for 1-5 hours per day. Almost chat with their intimate companion by using stickers in the application more than 5 times per conversation. The reason that why they choose this application for chatting is it’s easy function and quick response. Overall image of application is good level and average is 4.47. The popular free sticker from the business organization is DTAC. Calculate in percentage is 61.50 percent. All samples can answer the questions about the business organization identity by using Line sticker designation which all samples are recognize mark or symbol of Total Access Communication Company Limited by learning from their character’s sticker. Calculate in percentage is 96.63 percent. About the satisfaction of downloading and using free stickers from 3 communication providers – AIS, DTAC and TRUEMOVE is in ordinary satisfaction. They are hesitating about downloading of free newest sticker. The advertisement strategy by using Line sticker of 3 communication providers – AIS, DTAC and TRUEMOVE are in good image. AIS and TRUEMOVE are agreed that Line sticker can create the unique brand image of the company with good conditions. The average is 4.07 for AIS and 3.81 for TRUEMOVE. And DTAC regard with Line sticker can create the unique brand image and be in memories of the users in good way too. And the average is 3.91.