Advertising spending forecast to shrink next year in Thailand
By Jon Fernquest
Advertising spending is forecast to decline next
year in Thailand in line
with global
trends.The global economic slowdown this year and Thailand's political crisis are the main reasons for the projected decline.
Advertising spending in Thailand shifted from a 3% increase in 2007 to a 1.4% decrease in the first ten months of 2008. Overall, a 2% contraction is forecast for the year followed by a similar drop next year (See chart to the right).
In 1998, the year after the 1997 Asian financial crisis, ad spending in Thailand fell sharply by 23%.
shrink, contract (verb) - become
smaller ลดลง
in line with global trends - following global trends เป็นผลสืบเนื่องมากจากภาวะ [เศรษฐกิจ] ที่เกิดขึ้นทั่งโลก
projected decline - forecasted decrease มีการคาดการณ์ (จากตัวเลข) ว่าจะลดลง
contraction (noun) - becoming smaller การลดจำนวนลง
in line with global trends - following global trends เป็นผลสืบเนื่องมากจากภาวะ [เศรษฐกิจ] ที่เกิดขึ้นทั่งโลก
projected decline - forecasted decrease มีการคาดการณ์ (จากตัวเลข) ว่าจะลดลง
contraction (noun) - becoming smaller การลดจำนวนลง
Ad spending in a sluggish economy
Advertising spending is expected to follow certain patterns during economic downturns.When ad budgets are tight, spending is more concentrated and firms are more likely to place ads in leading media outlets. This could translate into an advantage for media outlets ranked first and second in a particular type of media. For example, traditional television broadcasters channels 7 and 3 would be the first choice for ad placements.
Important brands owned by large companies such as Unilever, Yum, and Nike never stop advertising, even during economic downturns because they are trying to build a long-term image for their brand.
sluggish - moving
slowly อย่างช้า
a budget - the amount of money given to each department in an organisation to spend during a period of time งบประมาณ
tight budgets - very limited money given to complete a task มีจำกัด
concentrated - activity directed at one place (with great intensity) มุ่งไปที่
place ads - arrange to have an ad appear in a media outlet การวางแผนสื่อโฆษณา
media outlets - different newspapers and magazines, television, radio, cinema, posters, websites, etc used in communication between advertisers and customers สื่อชนิดต่างๆ
leading media outlets - the most important places to place advertisements that have a large number of viewers สื่อชั้นนำ
translates into - turn into, change into เปลี่ยนเป็น
an image - the way that the public thinks about you (sees you in their mind) ภาพลักษณ์
build an image - work to make the public see you in a special way (using ads, for example) สร้างภาพ
a budget - the amount of money given to each department in an organisation to spend during a period of time งบประมาณ
tight budgets - very limited money given to complete a task มีจำกัด
concentrated - activity directed at one place (with great intensity) มุ่งไปที่
place ads - arrange to have an ad appear in a media outlet การวางแผนสื่อโฆษณา
media outlets - different newspapers and magazines, television, radio, cinema, posters, websites, etc used in communication between advertisers and customers สื่อชนิดต่างๆ
leading media outlets - the most important places to place advertisements that have a large number of viewers สื่อชั้นนำ
translates into - turn into, change into เปลี่ยนเป็น
an image - the way that the public thinks about you (sees you in their mind) ภาพลักษณ์
build an image - work to make the public see you in a special way (using ads, for example) สร้างภาพ
People spending more time at home and on the internet
During the coming economic downturn people are expected to spend more time at home. As a result, a focus on "stay at home experiences" might be an effective way to advertise. This could include spending more time with family and friends, spending more time on the internet and engaging in do-it-yourself (DIY) projects like home repair and gardening.an effective way to Y - a
good way to produce Y วิธีการที่มีประสิทธิภาพ
do-it-yourself (DIY) projects - making things or repairing things yourself, rather than hiring someone else to do or buying already made (See Wikipedia) โครงการที่ทำได้ด้วยตัวเอง
do-it-yourself (DIY) projects - making things or repairing things yourself, rather than hiring someone else to do or buying already made (See Wikipedia) โครงการที่ทำได้ด้วยตัวเอง
The "stay at home" next year may make lead to increased popularity of digital media ranging from the internet to mobile phones. Digital media advertising is currently much cheaper than advertising with traditional media such as television, magazines and newspapers. It is also easier to measure how many people and what kinds of people are viewing digital media. This makes it easier to target ads to specific groups. Social network sites such as Hi5 and Facebook are likely to play a greater role next year along with promotion, discounts, and corporate social responsibility (CSR).
target ads - make
ads for special groups of people (who you want to learn about the
product or service your company produces) กลุ่มเป้าหมาย
social network sites - online communities that create new ways of making friends, communicating, and sharing information เวปไซด์ที่ให้การบริการด้านการติดต่อกันระหว่างกลุ่มคนต่างๆ (See Wikipedia)
Hi5 - a social networking site featuring several languages that is popular all over the world (See Wikipedia)
Facebook - a social networking website launched in 2004, users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profile to notify friends about themselves. The website's name refers to the paper facebooks depicting members of a campus community that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus (See Wikipedia)
social network sites - online communities that create new ways of making friends, communicating, and sharing information เวปไซด์ที่ให้การบริการด้านการติดต่อกันระหว่างกลุ่มคนต่างๆ (See Wikipedia)
Hi5 - a social networking site featuring several languages that is popular all over the world (See Wikipedia)
Facebook - a social networking website launched in 2004, users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profile to notify friends about themselves. The website's name refers to the paper facebooks depicting members of a campus community that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus (See Wikipedia)
(Source: Bangkok Post, business, 09-12-08, Mindshare expects drop in spending, WORANUJ MANEERUNGSEE, link)
