กลยุทธ์การสื่อสารการตลาดสมัยใหม่ของภาพยนตร์ไทย...

Modern Marketing Communication Strategy of Thai Films

Case Study of Movies in 2005

Wilawan Chainaranon

A Thesis Submitted in Partial Fulfillment of the Requirements

For the Degree of Master of Arts Communication Department of Business

Communication Graduate School, Dhurakij Pundit University

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Thesis Title Modem Marketing Communication Strategy of Thai Films,

Case Study of M o v ~ e s in 2005

.411 thor Wilawan Chainaranon

Thesis Advisor Asst. Prof. Suwattana Vonggapan

Depanment Master of Communication Arts in Business Communication Arts

Academic Year 2007

ABSTRACT

The purpose of this research is to study the modern marketing communication

strategies of Thai movies that make Thai films being well-accepted and more popular among

domestic audiences. The data was collected by using a random method by selec~ing 3 Thai

movies from 3 different producing companies. which were shown in domestic theatres in 2005.

The first movie was "Laung Pee Teng" (The Holy Man) produced by Pranakorn film C.O., Itd.. the

second movie was "Payak raj sai n a h (Dumber Heroes) produced by Avant Film Co., ltd: and the

third movie was "Mahalai Muang Rae" (The Tin Mine) produced by GTH Co., ltd. This paper

also used the in-depth interview as a methodology with 3 marketing executives, 2 advertising

executives and 1 director together with the stnictural questionnaire as a research tool to study and

receive the data relating to the Thai movies marketing communication stralegies. However, the

result found that Thai movies marketing communication strategies had developed from having

only a convincing and motivating advertising through few media channels in the past to become

the modern marketing communication strategies that fit better with the varied choices among

mega media channels at the present time.

Nevertheless, the Thai movie marketing communication strategies can be divided

into 5 stages of the product life cycle which are; 1. Pre - production stage The research showed

that the producing companies studying market directions and consumer demands in order to find

marketing communication plans and strategies guide line to create a precise aptitude to

communicate with their target gmups. 2. Production stage The study found that the producing

companies used the main actors and actresses to send and spread the news about their roles and

acting in the movies through the media ro form the anxiousness among the consumers. They also

tried to make their target consumers feel eager to know what would happen next and make them

wait for and follow the future news or information, 3. Pre - launching stage The paper presented

that the producing companies coming up with the movie names and the scattered words, which

were a very important part to communicate with their target groups at the sell location. It also

caused an effective marketing cornrnunjcation according to their plans. Furthermore. they also

made media plans to promote the movies through the varied media, for examples; printed media

such as newspapers and magazines, sliIl and motion picture media such as posters, handbills,

billboards, cut outs including teasers or movie preview which were released in the cinemas and

broadcasted through telev~sion channels. 4. In the theatre stage The result illustrarcd that the

producing companies normally set up a press conference around 2 weeks before the movies were

shown in h e theatres. They also held a movie opening event or a movie premier event around 1-2

days before the Iaunch to build up public attention towards their movies. I f the movies

tremendously earned a huge amount of money, there would be an income celebration event to

stimulate the circulation and to create consumer's confidence of the product, which was the

movie. 5. Out of the theatre stage The result demonstrated that at the last stage of Thai movie

marketing communication strategies, the producing companies reported their big income to the

public through the media. I f any movies received any prizes from any film cornpet i tions or had

been selected to be shown abroad, it would be a strong PR. for the movies and the firms in the

long tern. The prizes the movies received and the chances to be shown abroad were the great

opportunities to indicate the quality of the movie as well as represent the good image of the

companies to also create the reliability to their target consumers.

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o ~ a ~ u d r : 1 ~ ~ 6 a d i s u ~ ~ ~ O ~ ~ ~ ~ U I ~ ~ U ~ ~ I ~ I G ~ ~ ~ ~ ~ I U ~ ~ I ~ ~ I H ? ~ ~ ~ I ~ ~ O ~ ~ ~ ~ O ~ ~ ~ ~ F I ' M < nln 4 6 2

~ l ~ ~ ~ n ~ ~ ~ o d i i ~ u ~ ~ n o w ~ f i t l a u * e , ~ w a o ~ o u ~ ~ u r ~ u a n ~ ~ ~ u n ~ ~ w ' w ~ i ~ n u n ~ ~ ~ ~ ~ ~ i ~

~ s r v o n d l o . r r l i u i ~ ~ t l u l ~ ~ ' u i o ~ ~ u ' ~ ~ ~ v ~ ~ ~ ~ ~ ~ n ~ ~ w " o l n Y ~ ~ r n ~ n r s u n i w ~ u w ~ w t l

muirodulnunr n'i~~u'iiloli1r~~uds:8w fmw Yljl~WY~rnm~n5~~Odu 7

P l c d -a Gzrw' riu 1der~plos"wSnuauiGn ~ ~ r n l r i ~ n d o 9 n ~ w u o ~ d s z ~ n n ~ ~ a ~

or r o r ~vosn9-w u u ~ s " ~ ~ u ' s a u 1 ~ u 2 a u

MIUIU& ~ ~ ~ ~ ~ U ~ ~ I ~ ~ & O ~ ~ I ~ V O ~ ~ ~ ~ R W ~ O ~ ~ ~ ~ ~ ~ ~ ~ ~ U ' I I ~ U O ~ O

nmn ~mu~nnumnw ~ I ~ ~ * ~ ~ u ~ ~ P ~ ~ D U P ~ O ~ Y ? T ~ ~ ~ ~ X I ~ ~ I P ~ O J I ~ B as4 nmu5.r n~iuu'uuluniwuunflnu'uo~I;~~'bn~ ~su?nrn~us- ln?~r~

~ ~ ~ ~ ~ ~ S D ~ ~ I U G ~ U ~ U ~ ~ ~ U ~ ~ I U ~ " P M I ~ L ~ U ~ ~ ' M

J i nu~ui;q ~ o w ~ ~ u o ~ m w u u o l f l n u ~ ~ ~ n f i i n u ~ u u ~ w o l b s ~ ~ i u DPU

I . Iiu?~inliu26umwuumsd (Film Genre)

2. i l ~ ? ~ ~ ~ l ~ f l l 3 ~ ~ l ~ w ' ~ ~ ~ ~ ~ (Marketing Concept)

3. l l u 3 n ' ~ m l 7 1 3 l l w u n 7 3 ~ ~ 1 ~ 6 ~ 9 ~ ~ ~ ~ ~ ( ~ a r k e t i n ~ Strategy)

4. 1~~3~~m3#omsmsna1~~?9'$15alfl15 (Integrated Marketing Communication: IMC)

5. iiuai7wnir '64u~a1 (~d~ertising) . rn 4 w - a

6, aiuaouwrnera4m

2.1 ~ A U ~ Z R ~ U - J ~ Y U ~ I W ~ U ~ (Film Genre)

r n w u u n ~ ~ n ~ i u ~ ~ u a u * o ~ ~ ~ ~ " ~ ~ d ~ ~ 0 ~ ~ ~ ~ d 1 u d ~ n u ~ ~ ~ l ~ ~ ; inulawi-lui~iusq s i n r &i

rnr ~iiqn-mufuf nmuiu'ilo n4ouhinnn~u.o~s0~51ai1a7 liaunfdmw uupliQn&t~i A a 1dn'~wiriiumsl;o~ 1nutaw1~~uotnu?<o~n'~ i~~~n9n5~un+af i15~~ mwuuMudtA

% o : Q ~ ~ u i 9 1 ~ o l . u ~ a i ~ a ~ t ~ ~ llllndu n h ~ n ~ ~ u a o u a s s u M ~ ~ ~ ~ I U I ~ # ~ ~ P I Y I U ~ ~ : B ~ I P J d.bX # + I nqnnuninmuu f l ~ ~ m w u u ~ ~ ~ ~ m ~ ~ ( ~ ~ ~ u 1 ~ 1 n 0 ~ ~ 0 ~ d ~ ~ 0 ~ f l u 1 ~ f i ~ d ~ ~ 1 n ~ 1 ~ 0 ~ n ~ w u u ~ ~

% ~ ~ ; A I u % ~18aitiji~51~zi~0z'i'i tflurnan"lun1alui~ l#ilri"

I. n ~ ~ t ~ u ' ~ d $ z tnn%nuIQ~~~~unia%~%'~~~~u~nm.n '

~ 9 u m s ~ r l i ~ ~ n u l ~ t u a ~ ~ ~ . ; i 1 n i ~ 1 1 ~ ~ ~ ~ ~ ~ d ~ 0 ~ n ~ ~ ~ ~ i ~ l a ~ i ~ m n d 1 ~ ~ ~ 1 1 ~ ( ~ d ~ ~ u ~

mr ~ha~mnii -rr iu 1 n u ~ R i m ~ 1 i u u ~ i u ~ A ~ 4 n u ~ ~ u ~ n ~ ~ ~ u a ~ d ~ u ~ ~ ~ d i 1 ~ ~ ~ ~ 4 ~ ~ ~ 4 ~ u ~ 1 u

~ilufauibuw'unu m r r ~ ~ . r m w u u ~ ~ ~ 1 u ~ f i u ~ d $ 1 1 ~ ~ 1 ~ 6 1 i 1 ~ 9 n ~ ~ ~ ~ ~ b ; 2 dsrinn #n

1.1 ms~htn~wuunirz~ui%'s~ (Independent Filmmaking) YIUIU~P m ~ ~ u r n i i a t l q

l~u&&tdnrr lu'iitY9iinufGw in~kud1zu~orriou41a~~ ila::1li~8ud~~nun~~auniwuu~f

ih7d t ~ ~ m ~ j n r ~ ~ m ~ n ~ w ' ~ u ~ ~ u a ~ w &muv~~~ti ir iu n ~ o d i a q ~ ~ u i n u t i f i ~ ~ i ~ i l ~ ~ a l d

= 3 9,

Realism t Classical Cinema 3 Formalism

(lrj ~dpl uuu) (~Qidpl~uxwad~:u~ru (diu~rlutruo w1;1u1n)

do1u'nu~ia~~u6mdaum~u)

mwd 2.1 o ~ . r d s r m n m w u u ~ ~ ' b ~ ~ ~ ~ ~ d ~ i u ' ~ n i f ~ 1 ~ ~ ~ 0 ~ d w 1 n ~ 1 ~

~ ~ ~ L ~ w u ~ ~ ~ ~ ~ ~ ~ u v : : I ~ u ~ ~ s ) ~ w u u ~ ~ " A L ~ ~ ~ ~ Realism Ltn: Formalism ~ ~ u d ~ z i n ~ l m f ~

2.1 n l w # ~ ~ i d ? ~ ~ l l l ~ l l + ~ ~ ~ % ~ (Realism) RIWUUFI~ Realism w ? O $ D ~ O G U ~ ~ ~ ~ W U U ~ ~ G O -

~ d d u a l i n i o u d~uln~lino~lki in~wuua~u'ia (newsreel) mwuunipc~an~ (documentary) n ? ~

luiT~nuniunnu19ua3( mwuuaio 'm~~uu¶ui~~nf l '~~~nr iu 'bnf~nr 'a~~~~ ibu open City,

Bicycle Thief, Two Women ~odu6~0d1qn1wuumfipdn~~~ ~eal ism ~ ~ L Q U ~ A U I Q W I Z ~ I ~ ~ ~ L ~ ~ R ~

P o* Aunaiudn~nuumi Realism i l d ~ ~ ~ n 1 5 d ~ . i l l ~ ~ i 3 ~ ~ ~ 1 n ~ f l ~ i i ~ o ~ [YU OPUOQ hi rirr~nniiiu~kdn~~auolumnuunfds~mndn {ahtmwuumiaz~finin?iu~qi$i~~uiU"oM~dos

G71nuo (Content) uinniqduuurn~iimuo (Farm) W ~ Q U 7 ii~$un#~Jfi~nnRunuiwn~kw8o

nmunl-riunz-m~ n ~ i a ~ . j ~ l l l n ~ ~ u i a d ~ l l i ~ ~ n l n u n a 1 u i ~ n 1 w u u ~ ~ d ~ ~ ~ n w d d ~ u ~ 0 t l 4 ~ ~ 1 ~ B

?adz ~ ~ l ~ ~ o l 6 ~ i n l l o l + ~ ~ ? 9 ~ ~ ~ 9 1 0 9 ~ 1 ) ~ ~ ~ ~ ~ ~ea l i sm ~ i i o m ~ i o u b d r n r n u ~ l ~ d ~ ~ u ww~cRnd:

2.2 mrrvumi~d~ruuiiuu (Formalism m Sumalism) mwuuR;dlrmn$ilao7nn1wuwfi~"

Realism BtiIJ$U:UL$9 ~ ~ ~ ? ~ O L ~ U ~ ~ U U R ~ ~ ~ L I ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ R H U ~ U I ~ " O L ~ ~ U O ~ ~ ~ U ~ ? ~ l l d l h n l r l r n ~ ~ m u i ~ don~rnnu~uiium~14d~~nwar" mrlza:~uittrium.rdl~ild~#aubMnid'n

oci~tktu 1 ~ u ~ a l ~ n 1 w u w i n ~ ~ ~ i i ' ~ n i ~ ~ ~ 1 k ; s ' ~ 1 ~ ~ i u ~ ~ ~ 1 ~ 1 i n p a ' ~ t u " ~ ~ ~ i n ~ ~ 1 n 1 1 n ~ ~ u * ~ ~ ~ u ~ n

d~c~do~uac~mrn~nr5~1n1wuu~~~ut~1~5sJ 'u ibu m%w~fi;Aht ' I l e Cabinet of Dr.Ca1iga-i 4 4

14qin6u'ni$u~liiu~?stdoiipI~.rnrn~znluluun.r~~am.i nfo T ~ G Last ~augh ~ I G U ~ ~ L L ~ ~ U V D ~ i t Y n ~ ~ a n r e ~ d w n ~ ~ r r d ~ b u l ~ o ~ n u ~ ~ u ~ n " ~ ~ ? ~ 'lu~1m1unai1a~cn2oyun.li~~ r~u&msiflrnn

2.3 mnuupl/ classical Cinema (-1 mnu~~l~~~-1nw6~un~~~#~mn.i inw~~niwuuPil4"~W;n

miidoalm:fiilqoisuas"i8un.~'n P ~ n ~ w o u ~ i ~ ~ n n i i i d a u ~ ~ ~ ~ n ~ ~ ~ u n i u d o~aozduniin& 4

~~qjld~fll~~~995d ~rarna 77% Fiction film ~ ~ ~ w u u P I ~ Classical Cinema t f l ~ ~ b 1 $ ~ H 8 n b d l l ~

nir~i~~uoodI~~~li~k91uA:ULuu Realism I A ~ : Formalism f~u~:l$n?i~dln'$n'flf)ifd~~~kdq&au

2 &I $0 Realism 1111'. Formalism n I ~ U ~ d l u d 5 ~ m n Classical Cinema $ t o m o r ~ o u r l u ; l W G G ~

9Rhnudaulnniilnhndd~ N ~ O ~ ~ U ~ U L D I ~ ~ ~ ~ ~ S J ~ ~ P I W O P I I ~ ~ ~ U Y W R ~ idu mnffqnnu d P lum~uum~dorr Saving Private Ryan drjfil{~hoarnr I I R R ~ I ~ ~ I M ~ O P ~ ? ~ U T ~ ~ ~ ~ C I I I ~ ~ ~ ~ R W ' ~ ' U O ~

HJnsiu i.rl~~lmrimro'1uvi19~t~'~u~$10~13~a1~o'~~~~n1~0~~iii~~il~ n4olumwuuplimn~

Chicago d i i m ~ ~ ~ i n u ~ $ ~ ~ n ~ ~ i ~ ~ ~ d i t ' i l ~ ' u o ~ classical Drama koudutldrnq ~ormalism AOU u'79u1n o ~ n ' r n ~ ' % w ' ~ a n ~ n ~ s ' o ~ ~ f i w ~ ~ ~ ~ l T ~ n ' u 9 u n i n ( 9 ~ 3 3 ~ o ~ t ' l ~ i j I n s i i l ~ ) nioaonnnsn

~+~IWUWR; (Genre) % ~ ~ h ~ 0 1 5 ' N 1 0 1 f l

- a'n~pr:K2n~n~

- naiuv'mirlk

3.1 n l ~ ~ ~ p l i u ' u l ~ i ~ ~ l ~ l d (science Fiction Film) lh~ Genre fhii~ln~u~ n i ~ 4 f l 9 1 ~ 1 ~ ~ u "

d ~ ~ ~ ~ n ~ i u i ~ ? ~ ~ i ~ ~ ~ i n i ~ ~ ~ 1 u ~ ~ i n w % " i 1 ~ ~ ~ n n 1 u b a ~ i u w ~if~wiuotmw uuniu'neqmo'il

ds1n~rn~&nmuka~u'1ni~~ner1~1~~5"~w~iuEi 1 ~~urif i i in~iuaua3anuo"~~o~iio~f1iuw~~ 2, a d i n u i ~ i ~ ~ l ~ o . r Y ~ l n ~ n ~ ~ a d " i i ~ 7 Iunmsupli l u o i i ~ m n u u n ~ ~ s ~ r ? a u u ~ i ~ ~ a 4 ~ ~ n " ~ i ~ ~ ~ ~ ~ ~

~ ~ ~ R ' ~ ~ J ? ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ P ~ ~ ~ A ~ B ~ D I ~ I ~ M ~ ~ ~ ~ J ~ I H ~ ~ ' I I ) ~ I ~ ~ ~ R ~ O ~ U ~ ~ ~ ~ % I ~ I U ~ ~ ~ U y o p h I 1

osw u i i ~ u o w i % u n ~ w u u ~ ~ C u ~ ~ ~ ~ u i ~ i ~ m f ~a~iuna~nn~iuuinuu mffnnuih msn'nio

n'uqnrru n ' i o u f i l i d 8 o ~ v o c l ~ n ~ ~ l n " v n i ~ d ~ n ~ 5 1 8 u L

3.2 nmuuni~umu~mi @antsy ~i lm) l&muo4mnuuPli~cmpd i iomrw~nu~nq~oon

~r lo~nTnnuo~na iu~~u~~~1~a:~~ id* ian ' t lo~p1a1uf l ~ R ~ G ~ ~ ~ ~ ~ ~ U U ~ P ~ ~ R ~ ~ ~ ~ ~ ~ U W ' L I ~ ~ I D J V O ~

h n r ~ r l o f l 1 1 a ~ k n ~ n s ~ o n h h ~ 1 ~ 1 ~ ~ ~ ~ 1 n ' 4 ~ n ~ ~ ~ a " o n s ~ n i i ~ ~ ~ f i ~ ~ ~ ~ n'oIanuoacl?iuo?c

~ c ~ ~ % w n v o s ~ a ~ u ~ u ~ ? o ~ u w u ~ n ~ ~

3.3 n~nuumi~cq(rio ( ~ d v c n b ~ i l m ) I ~ u I I u ~ B ' I ? u I ~ u ~ ~ ~ ~ ~ I ~ ~ I ~ 7 !hmnnmu 815

m56u r n r i ~ u r n . r ~ i l u ' l d & a u ~ ~ w ~ ~ u i ~ ~ ~ i M ~ n ~ ~ d w i u u z i ~ ~ 7 iif~rnus~rnnuumirjn9n~

n~iurtrniyriu~~i?n:n5~~n~fluorii~u~fi i inl~inuonlwpi?a:n~ion1u~~pdz?f~~~diDaIw~~na1u

& L L # J ~ ~ L ~ U P ~ S I U ~ d n ? 1 ~ ~ m ~ ~ ~ ~ f i ~ n m w i 1 3 ~ a * ~ u ~ 1 n a ~ i u i ~ a ~ h a r n s ~ i ~ u t ~ u n ~ ~ ~ d a ' a u 'ri

~ ~ u ~ u i u l a m ~ u i ~ ~ o n u ~ ~ i i o ~

3.4 ~ ~ W U U R ~ P T U O ~ U ~ ~ (Horror Film) ~ ~ ~ Y D I : ~ ~ ~ F ~ ( Y U O P ~ I W ~ ~ P ~ W ~ " ~ U D $omrufl~4$t

n?iu J~~umnuoq ~ u r u ' o c l n o i n n ~ ~ u a i u ~ ~ ' i l z f i i ~ ~ ~ ~ u h ~ o n n ; o ~ ~ ~ u n u ~ n d ~ $ ~ " ~ ~ w ~ ~ u z ~ f l p d

"@l" H?O * ~ n d ~ " H%G~O:L~~UUI(A~J~IA~P~ ~5u3nehu du'l iauiicl$dr x m a plnopl

d Y 4 . u ouo'~du&ij~i~du101n9i i~a~a n i o i ~ i i l u ~ m ~ ~ ~ i o . a ~ ' 1 ~ 0 ~ 4 3 ~ n 1 1 u n ~ 1 ~ ~ 1 ~ ~ ~ ~ ~ d a ' w d

3.5 nnruunsRnuux (Film NOH il6ufiai M U ~ U ~ J ~ W U U C ~ % R (blackidark film) G R I U ~ Q 4 w d d $ 9 d d - 4

~ ~ ~ I X L ~ P J I ~ J ~ ~ O S ~ ~ ~ ~ ~ W R I ~ ~ ~ P I I U I ~ ~ I I ~ ~ ~ T ~ ~ D ~ ~ ~ ~ ~ ~ O ~ W ~ ~ ~ I U ~ ~ W % ~ ~ l $ n n w ~ ~ ~ n u u ~ ~

n"o~lt$rintflui~ainn19~~d 6~i?~:n~d~u~~nGnjnmuw3nTn~n nrtnnnw irn:n'~hu~dw oioa:. > p l t a4 n l d l ~ ~ i ~ n v o l : d ~ ~ u ~ ~ ~ d ~ w ~ ~ a " ~ ~ a ~ i ; n ' ~ ~ ~ ~ ~ f i u ~ ~ ~ u ~ a ~ ~ t a ~ 8 ~ ~ ~ i w n a ~ n n uonnnih

~~'nvre~ns~nksrn~mun7wdnl~ I R ~ G A L D U " I U ~ & J ~ ~ $ 61 mr <~iin~Xiauud~uni7 L O W - ~ ~ Y

4 a ~ . r a ~ 7 i i l r i m n d o o n u 1 n u n 0 ~ 1 1 a ~ ~ ~ ~ ~ i ~ ~ a i ~ ~ ~ ~ i 0 f d n i 1 ~ ' ~ 1 1 ~ ~ r i i ~ ~ b : 0 ~ 1 ~ ~ o ~ no~n#oqriu

iuaw~ii~rauo 2 r r~d~n~urn .s~c~~d~~mnniwuu~~m1~1uoni~~n~u 'mu6~ ~ ~ u o z ~ n a ~ u m # o u l n ?

W d 4 w u ~~nddaai~naadlnuo i~u?~Cu~uils~~udo:~iu!~nnoun~m~wnunn~um~:~nd~.r 7 141 ~ 3 u r i u LGU m w u u m i ~ n n + w a c y ~ m n u u ~ i l ~ ~ ~ + n v o ~ ~ ~ r y + ~ ~ ~ ~ u ~ ~ n uono~nd8muisa

* I * 4 - ~ r n n n a w v o a ~ l s z ~ a n 1 w u u ~ 1 ~ ~ ~ ~ 7 '14 ~ 1 m n w u ~ 1 ~ ~ a ~ ? u u o ~ ~ u " o n i n 1 n w ~ a 1 u ~ ~ ~ n 6 0 ~ 6 p d

n"o mwuun;~cl5fl~ (Documentary Film) A ~ ~ z ~ w u u P ~ ~ ~ R F ~ D ~ (Experimental Film) iuI04 IRU& p l w 2

~i.ari~6~ru'srltlnrlouoo~1d1~a~u

4.1 rnn~unfff15FIfl (Documentary Film) ~ ~ ~ ~ u I u v o ~ ~ ~ w u u ~ % " ~ ~ s ~ ~ ~ ~ u I ~ u ~ u €I~G

- n i w u u ~ ~ ~ 6 ~ ~ n u s n a i u ~ ~ ~ o e i 1 ~ ~ % ' 1 ~ ~ ~ ~ ~ d a 9 e - r n w u u n r n 1 r ~ w o 8 o n ~ 1 u n ~ ~ i u o t i 1 ~ ~ ~ 1 ~ ~ ~ ~ ~ ~~at.ldudnds~?amw~?wIu.a'qnui

18uotjo3:, 7

- m w u u ~ ~ ~ 1 ~ 9 m ~ l n 7 ~ ~ ~ ~ ~ ~ n ~ ' i ~ u ~ f i ~ ~ 9 Y ~ ~ ~ ~ uo~nnulguo9c n.ruuudu74zh J d 4 1 o : ~ m u m r o ' 1 u n o ~ 1 n ~ n i ~ & 0 ~ ~ ~ i ~ ~ ~ 1 ~ ~ ~ 0 1 ~ n 1 ~ f u " ~ a i ~ ~ ~ a ~ n ~ m ~ n u w n 1 ~ ~ n ~ ~ l ~ ~ i i

iplqdr:~.r~~d;lweoi i~~fi~ai~~uif i~ r m r u u i u u a u n m ~ 1 m u ~ ~ ~ 1 0 ~ ~ ~ n ~ ~ ~ i ~ X n ~ i ~ 0 0 n ~ e l

d ~ n ~ ~ ~ ~ ~ i ~ u ' n u o t r n w ~ u w i f l ~ ~ n ~ ~ u if u u 1 R ~ d r n r n k ~ n i w u u ~ 5 " u ~ ~ ~ ~ ~ d A a d~qG6loi ~ b u r n ~ l i u n ' n m w n u ; n u ~ ~ w ~ ~ n ~ i ~ ~ I ~ ~ ~ i u m~thduu.aiua~muo~~n~d w4u

iinvol:uo~msliun'nniw~~qn~~d~?a ~ ~ r i i i r n n u u n f ~ ~ n d ~ a ~ ~ u " ~ ~ x i B ~ i i ~ ~ ~ ~ ~ ~ n ~ lliiirBu 48 dl =# gm6iuiuuoqmwuuniLluad fl n.R. 1895) lu$n 30 ~ ~ o u i r n w u u ~ ~ ~ ~ r n ~ ~ ~ ~ ~ ~ i ~ w ' w ~ ~ u ~ u

d ~ : i ~ ~ i ~ m l m W u ~ m i ' % ~ u ~ ~ a n o n d i 6 ~ k o OW?^ S P I L ~ U L I I I & ~ ~ ~ ~ ~ ~ ~ U E ~ U U O ~ ~ W U U P ~ ~

u w d d Y

msnR;unlnoifln?~u~awoq~n~f~dniwuuwr" n ~ u n u o t ~ ~ r n w u u m f ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ w ' u f u ~ p a " ~ 4 V - d r d d

~ ~ ~ ~ ~ ~ ~ ~ ~ I ~ ~ ~ P ~ o ~ ~ ~ ~ Q ~ % ~ I w u P ~ P ~ I o u ~ ~ I ~ u P ~ A ~ U L L ~ L ~ U S ~ J ~ ~ U M A L ' ~ ~ ~ ~ V Q ~ ~ ~ ~ ~ ~ ~ R ~ ~ ~ ~

di8u i r u o l ~ n " m w e u ~ i i i n ~ i u ~ i ~ ~ i ~ a ~ ~ ~ o ' ~ ~ w o ~ n 1 ~ ~ ~ ~ n ~ ~ a a ' ~ 3 ~ 1 ~ ' n ~ ~ i i ; ~ ~ ~ 4d.Q ~ u ~ s r m n ~ ~ ~ ~ u m w u ~ m 5 " ~ 0 " 0 1 ~ w ~ ~ n t ~ " n ~ 1 ~ a ~ 1 i ~ ~ i w u ~ ~ 9 ~ $ 1 ~ i m - E Y ~ ZD

n ~ ~ d ~ n t 0 n n m u ~ d u ~ i ~ n ~ ~ f 1 ~ 1 u n l ~ z 1 n a r ' a 1 ~ ~ p n ~ . r w u i u ~ o t l n ' m ~ 8 n ~ i ~ ~ r i ~ ~ ~ t ~ ~ a n " ~ * A 4 8 md@7indu ~ i n i ~ r n n u u i s i m ~ n ~ ~ x ~ ~ e , ~ ~ u ~ ~ ~ ~ i f ~ ~ Nonook the N O H ~ Jdwsm~~uq

ii~iiuouuiriu I ~ ~ ~ ~ ' ~ ~ ~ I ~ ~ ~ ~ ~ I ~ ~ $ I ~ ' ~ P ~ ~ ~ ~ O I ~ U . P ~ I ~ ~ A ~ ~ ~ U L ~ ~ , ~ ~ ~ ~ I ~ ~ B ~ I L ~ ~ U O ~ ~ A ~ L I ~ L

n l s ~ ~ u n a i u d i l f o e c i ~ ~ ~ ~ ~ n tws~~%wuisain 3

? J ~ I ~ ~ ~ ~ ~ R W I J ~ W ~ ~du m n ~ u & u ~ o ~ n ' ~ u ~ ~ ' ~ u ~ ~ ~ ~ n ~ u ~ ~ ~ n ~ o ~ ~ ~ ~ ~ d f i i ~ " ~ ~ ~ ~ ~ ~ ~ ~ ~ i ~ ~ ~

4.1.1 Expressive Documentary Film i ~ u n i w u u ~ ~ ~ ~ ~ n ~ d i r ~ ~ ~ ~ ~ n ~ ~ ~ u ~ ~ ~ ~ ~ ~ ~ ~ p l m d a r

miuf ~ n ~ o ~ ~ w n ~ l n u n ~ i p 9 ~ f i i ~ d ~ i ~ ~ 1~umru'imuo~io.ra?~~~di1~fii~~~a~%~~~~~w~~1~1'sfi~ I . e s d~:mn~~:l#~iluuo.r1iu'~16m~du~~~~nf I Q I ~ I U ~ I ~ ~ i~a~~umu;ln.rn~1~1idun~1~1ufi1~31~~~0

4.1.2 Expressive Documentary Film ~ ~ M ~ W ~ ~ d l ; l g 4 ~ U ~ 3 9 M w ' 9 ~ 9 n f 1 % I ~ E l n n ~ 4 ~

4 nwlnuiaw~zluYm+u Jqn~uiuiimruouiutu~nuM"a1n1i3 mwuuni~gum:o~;oi inz~~~~

dij9unulin'~um~~n;qi9u~~~ iliije:lr~i~tiuuln~ ~ U ~ R ~ ~ ~ Y I U U ~ ~ ~ ~ ~ ' ~ ~ ~ ~ ~ F S ~ M ~ I ~ ~ U

9 e d o f h d ~ ~ l d ~ l r ~ ~ u ~ ~ c l n " U ~ ~ ~ ~ n i ~ d n ~ u S a i d ' $ ~ ~ ~ ~ ~ : o m u o ~ m w u u p l ~ ~ ~ ~ u ' w o ~ ~ w ~ f i i ~ ~ ~ ~ ~ ~

4o:lf . r d i ' l ~ i m ' n f i i ~ e ] ~ % ~ ~ ~ ~ u k w n ~ s ~ ~ ~ I ~ ~ ~ u ~ R P I ~ I : ~ L I w I u ~ ~ u o o ~ ' $ ~ ~ " ~ ~ ~ L L ~ ~ ~ ' P ~ ~ LATI:.

d ~ w i w n q q m l u h ~ a ~ n ~ i u l a n n r ' . r ~ ~ o ~ T~uwssnu~Quo;liuosllij ila:wrsnvhnGn&o.r

5m13 d d 9

4.1.3 Journalistic Documentary Film i ~ ~ 6 1 1 ~ ~ ~ ~ ~ ~ l f $ l ~ ~ 1 ~ l d ~ a 1 ~ ~ ~ t d ~ a 1 ~ ~ 3 1 ~

oi.rlu~~o.rlo.rlgudd~zo"ni iqau"l ~ilrtzijn~iqiu&~G~ ~l i~u 'umn~ndo:r io1~ '1~~nai0~~1 '1~ d A dWd

i iPIO2IUDI % . l p ~ $ ~ ~ ~ ~ ~ ~ ~ l ~ ~ d ~ ~ i f l ~ ~ ~ L ~ ~ 9 ~ 1 f l ~ 7 t l ~ a ' 9 ~ ~ l ~ ~ ~ Expressive Documen- 9 - 4 tary Film O n ~ ~ i ~ u m + o ~ d 0 ~ u m 4 d q n i % ' ~ ~ ~ t % i ~ ~ ~ ~ n'ilnun3~1rnsiia~ J~~TIGw iiipdapd~~~n

~ ~ ~ n w u f d n ~ i i ~ u a w ~ ~ n ~ ~ ~ a " ~ n i ~ u ~ ~ ~ a , ~ ~ ~ ~ ~ ~ n a ' ~ a ~ ~ ~ ~ i ~ u ~ m ~ m ~ p n u n ~ ~ d ~ ~ ~ ~ ~ ~ n ~ $4

4 w 8 nasdn~~d~u~d~uu'lw'~n~~ i i ~ ~ w ~ d ~ ~ p d n n i ~ ~ h l c o r ~ ~ n ~ a n e s ~ 1 ~ u ~ n 8 1 ~ ~ i ~ u a ~ w p 1 1 ~ ~ ~ ~ ~ - X i

fl l f lm$ l .h i€N n?luu't!ul~ Journalistic Documentary Film I ~ ~ ~ J ~ J P V U I ~ B U 7 w ~ € I U 7 f i f 1 l 5

do-lduotinuimmi uy u i w ~ i i u ~ ~ o ~ u n ~ ~ u ~ ' ~ ~ ~ ~ ~ ~ l f l ~ ~ o " n d ~ u u (iiuunrdgou"lb;, iin:

u o u ? u l u n ~ ~ ~ d . r l n $ ~ ~ ~ 5 ~ 1 0 1 ~ i n n ~ v!iln' ~oumalistic Documentary Film fli~~l9unmkfi~6f1

~ ~ ~ ~ w u u ~ ~ ~ ~ ~ A u I ~ ~ o ~ I ~ ~ I u ~ u D u ~ ~ ~ ~ ~ Q ~ ~ ~ ~ M

4.2 rnwuu~~ai~n~~uynijogliu luilogliu mnuumim~n~ijrnr~'wuiidnMiLin:~~i~uu a d - I l l o d i w i n T~a~awizluriicllrz~m n l i i . r ~ r ~ m ~ n u d ~ u ~ ~ l ~ n ~ ~ ~ ~ ~ ~ a ~ ~ n ~ n ~ ~ n ~ i ~ u n ~ ~

d W a !inl Atd-~c ~ i a ~ ~ u d ~ ~ u i ~ s ~ ~ n u ~ i ~ u ~ d ~ r " ~ ~ ~ n ~ u ~ u ~ ~ ~ w * f ~ ~ d ~ t l i n liaulnajn'ioiinu de, 22 I

kwuAi~umwuupl;iu n~on1wuunsou~n~a~~idf~nawmi'11ip1a'nia d1nYu6a~ri1;lrnwud

r n n u u ~ l f ~ i i s n 8 d d i ~ u 1 ~ 1 ~ ~ 0 ~ ~ ~ iftdu

- Super Size Me n ~ ~ m 5 n ~ ~ ~ 0 U ' n m u 0 ~ 9 L ~ ~ 9 ~ ~ ~ ~ ~ n ' d ~ p 1 u ~ o ~ o 1 H 1 ~ d 1 $ 1 ~ ~

44 ? a n ~ s m ~ i ~ o ~ # ~ u m ~ ~ ~ ~ d ~ n 1 ~ ~ ~ w ~ 1 ~ n 1 ~ ~ ~ ~ ~ . r ~ ~ ~ 1 u n 1 ~ u ' a ~ ~ n ~ 1 ~ r ~ ~ ~ a a 1 3 30 ? u ~ ~ d o f i

w add9 d d ~ ~ a ~ m . r ~ ~ m u o l i o ~ ~ ~ n ~ 3 ~ ~ 1 a 0 % a ~ 1 n b f i ~ a ~ ~ ~ ~ ' ~ 0 1 n 1 ~ 1 1 8 ~ ~ 1 a 0 1 ' 1 ~ ~ n " ~ ~ a d ~ ~ ~ ~ ~

sofa qq lmunsq

- ~ # ~ f o d ! w ' J n ~ r n r n ~ ~ ~ o ; l ~ ~ s n u o a ~ ~ e r ~ ~ ~ 1 ~ ' ~ u ~ i u 3 u ~ ' i ~ n ~ u u m i i f o t u o t

~ i ~ r n r d o f l u ~ u ' o ~ n ~ ~ u o ~ r ~ a ~ $ ~ i w BIG nhrilluu nu$ud?d nulun~n plan dairnd n~nui ;n~~ui lu~~n:g~~x1~~1uS~pcl~ i~n~i~t l 'u~e l

A 4 w 4.3 rnvluum~~~nos (Experimental Film) ~<4nmnoa ZFJ W ~ ~ & ~ ! P ~ ~ Y ~ R W U J W U ~ B ~ I ~ ~ ' W

p i n ~ ~ f ~ . r ~ n ~ : d ~ ~ ~ u ~ w p i a w ~ a n ~ o ? i ~ u n l i u n ~ u o i n n o ~ 1 ~ ' ~ ~ 0 f 1 ~ 1 i a ~ ~ x i ~ ~ n ~ ~ ~ a ~ i ~ n 1 ~ ~ 1

~ S u ~ l i n n u r i i n C ~ n n n o a ~ . r ~ u * u n a ~ u d 1 $ 1 " q v ~ ~ ~ u ~ ~ i n i ~ n a ~ ~ ~ Inul4nnu'nlnril il(niu'n

ika: in?u~trns?u~nn~u~n~~nd~ ~ m ~ ~ u n ~ o ~ ~ ~ n u ~ ~ ~ i i a : ~ n a ~ ~ ~ d ~ ~ a ~ ~ ~ ~ ~ ~ ~ r i ~ ; l ~ ? ~ o ' ~

llplfld 1

mwn' 2.2 tdnaoimw uuniifo.r8~13"d~zw 019 (Tropical Malady)

A U 1: w w w m c o m a g mmlindcx2.ph~~opti0n=r~nntent&t~~k=viewid=3po= 1 &pa pe=O

od-~.l!s% rnr8nln~~u~~~msi~ni~d~zinnn30i~~1~1iwa~iwupdw~ (Genre study) * w dd

~ l ~ ~ ~ w u u u r n 9 u ~ 1 u ~ ~ ~ ~ ~ ~ n ~ n i ~ ~ u $ a ' 1 r ~ ~ n 1 ~ ~ n ~ i n i w u u m % " ~ ~ ~ ~ ~ nirrtist?nma

m w u u n ~ ~ u i u & ~ ~ n ~ ~ l ~ ~ ~ ~ o " ~ ~ n ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ i ~ ~ d ~ 2 cis - msuG.rJsrmnri~ulwfbi iilurrtnwqaul6'luriu6i ~ ~ u d i u n i w ~ n ~ o i ~ ~ u ~ n u ' u o ~ ~ a

rnwuuplioirI+~~zIu~W'fiotr 7 u o d r n w u u ~ i ~ i u ~ r i u n 1 w d ~ ~ i n ~ ~ u ~ ~ tlnniociic~bu mwuunf

~ ~ u m z i u n n (Western genre - H ~ ~ ~ ? Y o u ) ~ A ~ U ~ ~ & J Y ? U ~ ? U D U , nu7n. SU, &I, $53, m!d, f lu

A 4 - ~ i u ? i ~ s ~ u o ~ m w u u n i enre re stories) Yi~a1uT~~diun6~~iso9ell~157{~1ntr

sr. w tlathl 1 ~ n ~ ~ r s ~ ~ ~ m n u i ~ u ~ l ~ 3 ~ ~ 7 n u ' n ~ ~ . i i 7 4 1 ~ 0 ~ n 1 t l ~ ~ ~ d ~ ~ ~ ~ 8 ~ ~ a 7 idkndd X 4 - rn~~~u'td~:mnuo~niwuuw~ a r d o u d s i n g w u l n o ~ ~ 9 ~ o i w ~ ~ ~~v.r4 i~?J~urnr

wa^n&uotrziiffoii.s ~~u8 .so i i~d in~mu rns~illsiiuldri~a 7 ~u~luq~:o~&nd~?o:~ni~

muooonui J.rar~iYn-nuiiu~idrlnli 7 Alazdoun~do-lfi~n'pM191H4~ 7 dolrudo.r$u 7 d u 4- - ~ ~ ~ ~ ~ ' Y ~ ~ I ~ ~ U ~ ~ ~ ~ U ~ ~ ~ ~ A I C I ~ ' M ~ ' ~ O ~ L I P ~ ~ ~ I U nomauim~uo.lmwuuPli

A d ~ u n i ~ Film noir w~mWuurnfmd~dzl~xL1d~atlna~u$uI$uif11~ dm 7 A 1 q A K I E ~ R ~ U H ~ ~ U J &PEBIJ r i ~ u l n ~ o ~ s t i ~ u u u i t 4 ~ n 1 w u ~ ~ ~ ~ i a ~ ~ f ~ . j ~ ~ n ~ ~ ~ ~ ~ 1 ~ 1940s - 1950s Jwgunliuu~

d 1 v d n ~ n u u m f a ~ u r i w w ~ a ~ ~ ~ l d 1970s, 1980s, im:: 1990s. I ? u I H ~ ~ ~ ~ ~ ~ ~ U O ~ ~ ~ ~ ~ ~ U ~ T O . I W I R I U ~

X ldoci~pdo~doc T ~ u ~ ~ u m r n i l o b l n i ~ ~ G ~ 1 d i ~ a ~ w a ' ~ n a 1 u w ~ ~ ~ ~ ~ X ; 7 uuui

- m ~ ~ ~ ~ l ~ ~ l J d 5 : t f i n ~ ~ ~ d n ' ~ a 9 f l p d b ' i ~ d u i ~ n u u s . r ~ n ? ~ 1 6 ~ ~ ~ ~ 1 ' d ~ z ~ f f u i l ~ m d ~ n m u d ~ ~ Y q ~ . ~ d r ~ m n r n w u u ~ i r ~ i i n i ~ d ~ ~ a o uni?i?orii.r~du ~ln'u~muuo;ril~mZ.rn~~

mziupln n ' ~ n 3 7 u r i ~ l l ~ . l f i ~ 7 ~ ~ i 1 9 1 ~ d ; 1 ~ ~ d d c~x~Guut~n~npmol& k~nzlndfiun& ccllr;mnd

od~u'on~molsipi ic 7 '- d f f o n ? ~ u ~ ~ ~ ~ . r ~ u ~ u ' ~ ~ i ~ u d ~ ~ ~ ~ u ~ ~ ~ ~ ~ ~ f i d ~ ~ r ' ~ ~ ~ n ~ ~ ~ i % ~ ? n ' u Y Y

$4; UYJ wuniariEi4d5~~n~ P . O ? O I ~ ~ I ~ ~ I U ~ ~ I W u w m f ~ ~ u ?niGuol ~ U I D D ~ ~ (William - Bayer) 1~n:nq'ul jn~~~5dmwuu~1~~0~0~u?ni~~f izd4n~~ $ d ~ ~ l m 5 ~ i u ' . m m w u U R ~ O O R 1 ~ ~

4 17 d5~AdlVld19 7 D ~ I ~ ~ ~ ~ u ~ u ~ % s 12 ~ J Z L ~ ~ M & ~ U ~ U fl0

1). ~ ~ W U U W ~ I ~ U Q U (Westem) d d w A

2). f l l ~ ~ ~ ~ ~ ~ ~ n ' t l ~ ' ~ ~ ~ ~ (Intrigue & Suspense)

3). mwuunfnnn (Comedy)

4). ~ ~ I W U U P I ~ A W ~ I S (Musicals)

5). ni~aumft ia f i51~ (war)

6). ~ W U U R ~ W I ~ ~ ~ ~ (Adventure) drl * 4

7). f l l ~ U M ~ %ifl~an~lnn~a~x11~a:d9nflfl (Manners, Morals & Society)

8). m ~ ~ ~ ~ l f l 6 ~ l ? f i ~ ? 4 n 1 1 ~ ~ 1 ~ " 4 (Films about Films)

9). mwuun$dm h (Cinema of Personal Expression)

10). ~ ~ W U U ~ ~ ~ U P I U I ~ ~ ~ ~ ~ Z A ~ ~ ~ I U ~ ' ~ (Fantasy & Horror)

1 1). SI I W U U F I ~ ~ L # Q U ~ I W .a'9~91 (The Concerned Cinema)

12). 5 1 1 ~ 0 ~ ~ s d P 1 5 ~ ~ ~ ~ 1 ~ f d (Period Films)

1). n ~ t J ~ m ~ f i l ? u e u (Western Film) i r n w u u m i n i ~ u o u l r i o n i w u u w ~ ~ n ~ ~ ~ ~ a ' ~ ~ ~ (western genre) $ U ~ ~ ~ U : ~ ~ U ~ ~ D V ~ J O ~

nmeull~u?~nn~sui9~l0n~nfloJ'~ ifn'omwuurilto4 Haw the west was won

d d " A 2). ~ ~ I W U U P I ~ U ~ ~ P U ~ ~ ~ U ~ ( Intrbe & Suspense Film)

F Q Y 4 n~nuuaids~mnnnnu~u tk nios:livniimnaum~01'11~7ns51~ n50unpu Wn'a mwuunhIrzmn6~iia1~~~0i Gndu moiiu a ~ ~ n ~ n u u ~ i o ~ s n r r u ~ i ~ ~ ~ ~ c ~ ~ u n ~ ~ u ~ ~ ~ ~ ~ daub n~~u.'lnbiu~a~f wut~undn~wqjtu r i n ~ h v a r r d i ~ ~ ~ 0 ~ 6 1 1 ~ ~ ~ ~ ~ 1 ~ d ~ ~ ~ ~ w d ~ ~ ~ 1 0 ~ ~ 1 ; ~ ~ ~ ~

o i a e ~ ~ a n y u r i i ; l ~ muluii i i~~ldo1nlda~91~ua du&u i . r t n d ~ d ~ ' u r ~ u o t i d ~ z n o p 1 i d i ~ ~ 2a 4 a ' n ~ a d a % ~ u ~ ~ . u u ~ s s ~ n ~ ~ u a ~ ~ u u ' u r l l ~ d u n ~ ~ Film Noir

3). n~wuuniman (comedy ~ 1 1 3 d c j a a nrinmanluynriouAn'onlwuuRs"~o'u n r i 1 ~ L m w u u ~ i ~ u u ~ ~ ~ ~ , ~ ~ ~ ~ ~ 5 n u i ~ ~ ~

B nwi%rjii~2ud ~ ~ ~ = % ~ ~ I ~ ~ ~ ~ ~ ~ ~ ~ H ~ ' ~ U ~ ~ ~ ~ A I ~ ~ ~ ~ D ~ J U O ~ ~ ~ I R I W X I I U ~ I ~ ~ D I ~ X I & I ~ U ~ ~ J L - A I

~ ~ ~ 4 s l ~ l ~ ~ ~ ~ i l ~ ~ 1 ~ ~ 9 ~ i 7 ~ ~ ; 1 1 1 1 4 f l 1 5 1 ~ ~ f l 9 ~ ~ ~ d 4 1 & ~ ~ i i u n n ~ u ' ~ ~ ~ 7 n $ ~ ~ 1 ~ ~ f l 1 f 4 1 ~ 1 f n ~ 0 9

n1nou~ilflui1~3uu1n m n u u n i ~ u u ~ u o " o i i u i 1 1 ~ ~ 1 ~ $ 1 ~ 0 ~ ~ ~ ~ n 1 ~ n ~ 0 ~ n a 1 ~ 1 ~ ~ l ~ ~ v ~ ~ ~ u ' ~

~iu?mnnioi!$m'plno~nin ~ w n ~ ' l ~ i i n ~ w u u ~ l & m n ~ f B Q I ~ I R I U J I ~ ~ ~ C J ~ I ~ O I ~ D ~ U I ~ ~ U I ~ O ~ ~ Y

L;u~l~ur; w : A H R ~ ~ U ~ ~ ~ ~ ~ R ~ ~ ~ ~ ~ ~ ~ U W ~ ~ " ~ ~ U I I ~ ~ ~ ~ ~ B U ~ ~ W ~ I J H U ~ ~ ~ I ~ ~ ' Q ~ ~ ~ U ~ ~ I ~ O Q ~ O ~

mwuu~iaanldhu a n r l u u r s ~ 1 m n u u n ~ ~ ~ ~ u ~ 1 ' ~ o ~ n ~ ~ 1 1 ~ ~ 5 " m 0 n u ' ~ ' 1 4 1 ~ ~ w ' ~ ~ 0 ~ n ~ ~ ~ ~ ~ ~

fiuuah?6w.~mouiu~8ue,ri1~~ Suynmc~G~Buu (R.II. 1908 - 192s) i i ~ j ~ d ~ ~ m d ~ i b ~ ~ j d ~ a u o j ~ f i p l n n mir~nanr~iaznuoziiiunGu Character ~WS~Z~~U~I~U~~UD~~IJIRIOU ~ U Q G U ~ J D J

mnannlufifiiu 'Ikd" Y

(1) Mack Sennette L~U~!IQIUD@ Biuograph fill Grifith ~ 0 ~ l f 1 1 0 0 f l 4 1 1 ~ ~ U%W A

Keystone Mack Sennette A W O H ~ I ~ n ? ~ l l ~ ~ h t i f l l l ~ ¶ J "Slapstick Comedy" H;O RflflHUIYflIu qU

ti~rnrnod v o ~ n u ~ B u m ~ ~ ~ ~ ~ ~

(2) %I: ll%d%l (Chark Spcccer Chaplin) ~ 1 5 1 1 ~ ~ ~ l ~ ~ ~ ~ f l 4 ~ 1 ~ ~ t d p r l s " % 1 7 ~ 9 f l ~ f l L ~ U

4 ~EI$ IO~'UDJ Mack Sennette ~ 1 ~ 0 n ~ 7 r ~ 9 ~ ~ 1 9 n l ~ u u w 5 " 1 ~ 1 1 1 1 f l u ~ 9 m u a ~ ~ M ' W ' ~ I ~ ~ D Q ~ ~ U ~ I ~ ~ U ~ ~ U

mw nd 2.4 %la illfdd;~ (Charlie Speecer Chaplin) " 5 l % l ~ ~ % i ~ w ~ ~ m a n i u ' ~ 1 ~ ~

ai i i l iYd~i idu 4~na~un'anC~nanAu'u*~ y n % o i ~ i g u y n d i t ~ ~ ~ w " ~ 4 ~ v o t ai: ~u ido~u~o in

mqwd~qi 3 h-mr n'o I ) n ~ i u u ' u ~ a u w n u r o ~ d s ~ ~ i ~ ~ ~ a u 1 ~ ~ ~ 0 ~ d a ~ 2) msw'wui ,I qmrnnnssumwuu~fiw~ n i s n a y u u 1 n i ~ l ~ ~ f i 1 7 a u i n ~ 1 ~ ~ 1 1 3) ?7niaiimuol~aznuaZw

qo.ra~ii ~~~n;~li~nriuni~nu& 4 d

(3) Buster Keaton m l l n 5 3 ~ ~ h ldtds ~inwlnaull Y T I I I ~ . ~ ~ U ~ F ~ B @ I I ~ ~ ~ U T I ~

1do9 o1nh;?lo63i&~ plot 0 ~ ~ ~ u ~ i ~ l d h 9 n ~ i d o e r ~

(4) Harold Lloyd RYGUQ~ ~ a c k Sennette du nanldt~iurnl~7 dlt8un ~nnn~lium~Tmt~ 4d 4 I ~ U ~ ~ ~ ~ ~ ~ ~ Q ~ ~ I ~ ~ O ~ Q ~ ~ I M W ~ O P J $ I ~ ' ~ (5) Harry Langdon 1~~~ l t i"d ld04#1 M Z I U U ~ ~ ~ ~ < ~ I W ? ~ l6~~1~1nn~181?%2 1119Fl!9$4

Q m U o ~ i i i ~ u n n n n d ~ d q w ~ L ~ z ~ ~ ~ ~ I ~ ~ q ~

d~niurnwuun~nnnih ~ f i i n ~ ~ m u o ~ o ~ ~ ~ ~ ~ ~ o ~ ~ u n ~ ~ d a m n l w ' o u n ~ ~ ~ i u i tTw~u a 4 mr~q6o rnil;nc q a l dsourimuoi~ l i n u i ~ n s a u n l o u ~ n ~ ~ a n ~ w ~ ~ ~ 1 1 ~ 1 ~ ~ w , ~ 0 ~ 1 n u a n ' ~

40 2 A Boabd~uri1.l 7 ni~+mu (social taboos) ~rnr~ibod~ni i~uds~u 1 ~ u ~ a w i z o i ~ ~ u s o o ~ n ~ ~

d u n A e B 4 9 Iwn m w a u m i ~ l n n e . r u n o o t ~ u i ~ ~ n ~ ~ ~ u ~ q ~ ~ ' ~ ~ ~ n i r ~ ~ o a ~ r o a n w i u ~ ~ l M ? u ( F T ~ u ~ , 1976) Y Y

l ;~ in~~mn;nnni~i ,~h 2 d5uinlnojq n'o i i

(5.1) Comedy of Incidents gfl ~ W U U R ~ ~ I ~ M R ~ ~ ~ I ~ U ~ W . S S I K ~ LUOI1DI 9::

~ ~ u ~ ~ r r s d - ~ ~ d s r ~ o ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ i ~ a n ~ l f i ~ ~ ~ ~ ~ 44 dl

(5.2) Comedy of Situation /in niwuuRhnnnu&ml8uMa"n T ~ ~ i i ~ n m n f i n ~ ~ A d ~ m r n d ~ l X ~ : a ~ s x ~ n ~ n~pd~utlinu~~pd mauumillr:mn Comedy of Situation 6tYu~iql~du

(5.2.1) Satire P ' I E I ~ ~ ~ ~ U R ? ~

(5.2.2) Parody T ) ~ ~ ~ ~ # D A ~ U U ~ ~ ~ ~ ~ H ? O ~ ~ R P I

(5.2.3) Social Comedy V K i n g l ~ f f ~ f l l d 4 ~ l n r

(5.2.4) lack comedy ~ ~ ~ P T : ~ D U I T ~ ~ I U ~ ~ M ~ L ; S I I ~ ~ ~ ~ U V ' U

4). ~WUMBIGWBQ musical^ ~itd

ninuu~itwn~ ~ o o ~ e k ~ ~ ~ ~ u ~ ~ ~ c l u r ~ ~ ~ ~ u ~ % u ~ ~ w t l u ~ ~ ~ ~ ~ n f d " n d.rC/~du~~udu d

~ ~ W ~ I L ~ ~ U ~ U U O ~ ~ ~ U U ~ ~ I W R Q ~ O B ~ ~ ~ U ~ U I ~ ~ ' ~ ~ ~ U ~ ~ D I U ~ U ~ ~ ~ ' O i~dmnuo~&nuniiuld

q m n m r ~ f l u y n ~ ~ ~ 7 ~ ~ a * 3 ~ z w f l j ~ 4 .u B

dnmuidu? 1 i ~ ~ o ' o ~ ~ u u u ~ m w v u ~ ~ p l l 1 ~ n a i ~ ~ u ~ G ( 1 1 ~ ~ ~ ~ 1 1 ~ ' i u 5 n ' t l 1 ~ ~ ~ ~

mnuunilwad i i a n i n u u n ~ i ~ a i n o ~ ~ n 1 a i 4 1 n i i j r n r f o . r ~ a a c m a o n d ~ ~ ~ ~ w u ~ ~ ~

uomriidom? ~ ~ ~ ~ ~ ~ ~ ~ ~ I ~ ~ ~ D P ~ ~ ~ J ~ ~ B ' F I ~ ~ I ~ ~ ~ ~ ~ ' ~ I ~ ~ M ~ R ~ U I O H ~ ~ ~ O ~ M JQ 4~$876~

d o m a s s r ~ ~ ~ d u ~ ~ i ? ~ 1 ~ ~ ~ ~ ~ ~ i ~ a ~ ~ d 0 d 0 ~ i 1 ~ 9 w " 1 d ~ ~ ~ ' ~ 1 n ~ ~ ~ f i n ' u ~ w n a ~ ~ i i ~ f u mnau~6waa

o:?~~nw:v~dndm~a~nf ~ ~ i o ~ i ~ ~ u ~ a u w a u ~ ~ n l i ~ ~ ~ m q i ~ r n s a ~ ~ a n ~ i u ~ d n o o n u ~ 19u

ma t o ~ n ~ i h ~ $ o a E ; ~ u ~ w ~ ~ L ~ u ~ B Q $ ? ~ o I o $ I ~ ~ ~ u $ ? w 03~~'ilumw ~urni~aulw qjfhdqniw uud c4A d a d d Iwaa nmona~ni jo~nn~~u~~uu~~wiwpdn"~d~ j q f i 1 ' u 1 u S ~ w ~ ~ ~ ~ p r ' ~ n ~ 5 ~ ~ 6 ~ ~u&6~drnnuurni

km4thPlaf1 The JU Singer R.H. 1927 BDnOlU ~ / ~ I ~ ~ ~ ~ u u I ~ ~ ~ ~ I ~ u ~ ~ u ' ~ o I ~ . A ~

n a i o 1 f l u ~ ~ ~ d u ~ u d i $ 1 ' ~ ~ ~ ~ 1 o n ~ ~ ~ ~ w taoipiou~ ~uu~:n"rnriuumfdr~mndu 7 s-117 dl Y . n ? i a d ~ % ~ ~ ~ 1 n s o ~ n 7 n " u n ~ 5 6 ~ f l w ~ ~ ~ d r n w u u m h a ~ o i a o ~ ~ ~ a a ~ ~ . r S i $ I ' ~ ~ ' ~ ~ ~ n a ~ u ~ ~ ~ u

Y e w ndtaliwbilai:o.r i.iu ymnulwad, rinndq~wn.r, jn'iriua~n, ou&$61u~umrpiho r-tiiuii

m w m r a ~ ~ w a . r o r ~ n * ~ a i ~ ~ . s S ~ X q n ' ~ ~ n d ~ u ~ ~ i ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ i ~ ~ ~ ~wnm'oiiqnnrrrida~1d1K~~u

mrliunfiugodwd~~iivu oin'~dunmuunfdoc n e Phantom of the @em ~IWUUR~~W~J~OIU adddl

1 n ~ ~ ~ k l d n . r u ~ o l n ' i l ~ n ~ L a n ~ ~ ~ ~ i ~ c 1 ~ ' u 0 9 Andrew Lloyd Webber L I R ~ ! ~ ~ ~ ? I U ~ U ~ ~ U I ~ A Q ~

mw d 2.5 Poster ~ h o Phantom af the Opera

n r i u a y u m r l i i a ~ ~ ~ ~ u f a ~ ~ w ~ ~ idu mnuunidqnIuIdTfi~iFi ~ I W I I U F ~ ~ ~ Green Beret YIDJ r A J

ooiu i u 1 ? u u r ~ ~ ~ ~ u u a 1 ~ ~ o n ~ ~ ~ ~ w u ~ 1 1 ~ 1 1 ~ i 1 ~ ~ n ~ ~ ~ 1 ~ ~ ~ ~ ~ u ~ 0 ~ ~ ~ ~ ~ ~ ~ ~ f ~

5.3). m w t l ~ r n i i 6 ~ ~ i i ~ ~ r n ~ ~ n

nansju un:~;n~uci~uriniiu unt~unrnuumfia~~q~~na~u ~ P ~ W I ~ ~ O J W I ~ W ~ ~ U ~ B I ~ ~ ~ ~ ~ I ~

i o t m s s ~ n u o . m i s a o i S ~ ~ ~ ~ ~ u ~ n n i ~ ~ ~ ~ l w " ~ ~ ~ n ~ ~ u ~ ~ 9 " ~ ~ ~ ~ i ~ ~ ~ ~ 7 Pasi~ns:iiuln~oin

n~~idu~%diul~nuw@~~1~1~ndIozLw'u~uk;iuiwmIiuR:naisJ~p.ffi1$tlu d m d

5.4). niwunm~~ilnRq&WnuoJaqnf1pJ nu~un'a~n nmwuuriuynnn&loo& I 14ii1tSudu~6~i?odi~~u"~tuo"1uaudi~d~~n~i~ riolXli i~o~YruuGipn"ut3wvo~~vi i l n ~ ~ t W i j

n ~ n u u m f t f s ? r l a ~ n u d ~ i ~ ~ ~ ~ ~ w ~ 1 ~ ~ ~ i ~ v ~ ~ ' ~ ( ~ p 1 ~ 1 ' ~

5.5). m w ~ ~ m i ~ ~ u ~ t i u n ~ n s 1 ~ 1 0 " ~ ~ 7 $lrilin~nnulan nuan'.m~~~iuiirinwm

l u u ~ a d r r m ~ ~.mnunm;l~u"orm'~d~a'~~udf zind d n r ~ ~ 1 u i i r ~ a w t m ~ z ~ i ~ 1 ~ ~ n s l ~ w u u ~ ~ o u 1 n ~ ~ ~ ; i u w o ~ i u d ~ ~ ~ i ~ o ~ f 1 u i L c i u ~ i u two

prd & a ~ C I 1 ~ ~ a ~ 9 n ~ ~ u ~ ~ o n ~ w s l ' ~ ~ ~ n 1 ~ ~ ~ ~ s " a r ~ n ~ ~ ~ P ; ~ ~ 0 ~ ~ n 0 ~ 1 f l ~ ~ ~ 1 ~ n i ~ n ' ~ 1 w a ~ d ~ ~ % ~ 1 ~ m ms

6). mnuwmipratyn'. (Adventure Film)

B 4 ainihiilluitau'a ~ o c i ~ ~ u o t m w u u m i d ~ z i n w ~ ~ o Trader Horn (1931 i ~ n z 1973) W ~ ~ ~ U L S Q ~

uosmsriih.riN'oloic1

6.2). m ~ t ~ u n i ~ ~ d ~ d i n ~ ~ ~ ? o I ~ ~ a ~ w ~ ~ 1 ~ 9 b $ A f i ~ t f 0 9 1 1 ~ ? $€I I I ~ W U U R ~ ~ J I I U ?

d ; w a 7). mw~uwsln~anuaaaaa311i~z~4n'~ (Manners, Morals & Society Film)

mwuum~l1rzmn6fifl:z1~i8u$~opJ 1ws1~n~1vnuo'nii~du~~u~~~ni5'ue,9fiui1 d4 I

n ~ ~ ~ l . r n r j u u l ~ n u i ~ 0 9 n i ~ ~ ~ t f ~ 9 n 3 i 9 1 ~ ~ i ~ ~ d a ~ ~ 3 u 0 9 m ~ ~ ~ ~ ~ 0 ~ 9 u ri~uudu%ipJnonui sr ci Aiiiu n m n u u n i ~ ~ z m n h ~ ~ i ~ ~ L u w M o ~ p f i w i ~ o o n ~ ~ ~ i ~ ~ r i ~ ~ i l ~ u ~ ~ i m u t ~ u ~ i n i ~ w

tdu4lnilriln.i 1 1 ~ 1 ~ u ~ ~ u ~ n i s i i ~ ~ d n 1 ~ 9 1 0 9 d 9 n 0 ~ 1 ~ a ~ ~ ~ 1 ' ~ 0 9 n ~ i l ~ p l ' 9 d 9 ~ 1 ~ n ~ ~ u ~ ~ n 3 1 ~ 1 i i u

i r~mn~itr iuld ~ ~ u ~ ~ l u h u u o . r r n s i ~ i ~ u o i ~ n ~ ~ : ~ u ' u o ~ n a i x I ~ ~ u 3 a d z ~ a u

9). #kl~u~s~;d?9ldi? (Cinema of Personal Expression)

mwuumikluudtunil Art-house fib nio Chamber films nd12n'o 18urnwuunf~nq~u;oudR

10). ~ l ~ l l M ~ & ~ ~ M l f l l l l l ~ ~ l ~ d l ~ ? ' ~ (Fnntasy & Horror Films)

rnu~snl~liailunciouaoflli $ad 10.1). ~ I W U U ~ ~ U C I U ~ ~ I I (Fantasy Film) ~ ~ ~ ~ n d 5 ~ m n n U d ~ ~ t i n ~ n ~ a i 4 ~ ~ 1 1 o l ' u

kud~iul~snuo.mirijrnwuumi l u i ~ d ~ i u n n 19 uoiai iufi~iud riimwauniRor B

LYEventaill Magique D m U 7 I U D . I U ~ ~ ~ U ~ ~ ~ U R ' I ~ U U ' ~ ~ I ~ U ~ ~ n ? i u n u ~ o u a ~ n i ~ o f l l a ~ 1 n 1 ~ ~ ~ ~ 1 ~

Q ~ i u n o a o o n u ~ ~ ~ u m a ~ f i ~ ~ ~ ~ ~ ~ ~ ' % ~ ~ ~ ~ ~ ~ ~ G ~ w " ~ ~ ~ d n ~ w u u o l ~ ~ i u ~ a n i ~ ~ w ' b ~ n ~ ~ n p ~ ~ n 2

I ~ P M ~ ~ ~ ~ ~ ~ U U I I ~ U W U ~ I U ~ I ~ ~ ~ O ~ ~ ~ W U U P ~ ~ ~ ~ ~ A ~ M ~ P ~ ~ U ~ ~ I ~ O I ~ O ~ R O U ~ " J ~ ~ ~ ~ ~ ' U

10.2). m ~ t I ~ f l ; 6 a t i l ~ ? ~ (Horror Film) ~ ~ u g l U l ~ U a ~ ~ m ~ U U ~ ~ d l ~ 6 n W ~ u W -

u1ms o~n'ldu 1 ~ a t n ~ u a ~ l i n i n u 1 ~ i a p 9 % " ~ ~ 1 ~ 0 ~ iiiiu~04 RI.IIYI~.IIRU~~PIU( iiluiiitm?gul Y Y

1Yw 9 ban mwuumillsrmnd~fl~fiaiLiniw.%ru~auoq1wnu~wxI ~ a i i o ~ o ~ i l i . r d r ~ ~ n y t v ~ ~ n i w ~ ~ u m ~

nuo~uiod~~ud~u'to'4~di~~fl~1u~io~f 091# {d 10.2.1) ROWDPE :wqj~w i ~ q W U O U ~ ~ I J ~ ~ n f i ~ u i ~ i n z a ~ ~ n ~ o w n o n

H 4 nnou m o r n s # 1 ~ ~ i ~ ~ n 4 ~ m o n a 1 1 ~ ~ ~ a ~ ~ v o ~ ~ u 1 ~ ~ ibu iim?nQni 1440 .aoui! d d Y CI 4

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diuln$u!ni~ J I L D I ~ W ~ ' I ~ " ~ 1 n'lririw'un'u 1;1u~diln'nniu~~u~~1a'~~fi~~1~:d~nw'~'~1~~tw'u

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A ~ u ~ ~ u : n k ~ w o t ~ u ~ 8 0 i n n 1 w u w m 5 " ~ ~ 1 ~ t ~ u 1 ~ ~ ~ E.T., Alien. The Wing

i i u w a n d o n ' i u w a ~ n i n n " ~ ~ idu The Exorcist

10.2,s) ~ o . r u s s ~ 1 u 1 o i n ' l u ~ ~ ' ? ~ u ~ o ~ ~ ~ ~ 0 ~ ~ ' 1 ~ i w m ~ ~ ~ n ' ~ ~ r rum 63 0 A d

ou~sn~~w"lf~~ouff0~1iwuuws"~t~~ can-ie

10.2.6) ~ ~ ~ ~ u o s ~ a ~ u i i ~ w n m o i n n i ~ ~ ~ n ~ ~ ~ i ~ ~ ~ u i w i a ' n lsiu wnu a d d r y d clnunlau' nsnnnnf r~oulfluwa%$~19n7ubf idu i k 1 9 Huck

10.27) ~ $ D ~ v ~ ~ w i m n ~ ~ ~ n i n ~ ~ o u l i ~ n u n ~ a u i i ; m ~ w i ~ w ~ n n i $ u : u l l iriif~ nuiiimwuuns"s:~niu~g i~il:i$~:om1uiauad8igui~uu~wi~u~i~xIin1uniwotia~atlo~v~~

I 1 ). ~ l ~ ~ ~ a m ; ~ : $ ~ f d n 7 7 ~ " 1 ~ 9 8 1 ~ (The Concerned Cinema) d - 2 mwunrnidn-r?suninzisnu i ~ u m s 6 i i ~ 1 m m n u e ~ ~ ~ n 1 ~ 1 ~ ~ w ~ ~ ~ ~ r ~ l ~ a r ' ~ ~ ~ 1 ~ 1

1~nn4'ln'~iiu ~ i i u ~ ~ n 1 d n u d ~ u l n ~ 1 u d ~ n u i i ' u ~ ~ ~ ~ i w ~ ~ ~niimnuumiitua~h5uniprurrni * Y

A n s u t d u ~ n ~ i l u i u ~ i ~ u ~ a ~ ~ r ~ ~ 1 ~ ~ ~ ~ n n a 9 ; 1 ~ ~ ~ 1 % 1 1 ~ n ~ t r n ~ ~ ~ ~ ~ 1 ~ ? ~ ~ a u ~ 1 ~ ~ 0 ~ ~ i i A i Y Y

n ~nuun~~n:n"eumwri~np l~n$~as :n~o~!p i ' l in~~~ l i~ onaauiroiw ~ h i ~ n 7 G.riiu l o qYii93 J A W

~ I W U I I P ~ ~ ~ ~ ~ ~ ~ U I ~ B ~ ' L ~ I ~ ~ ~ D U ~ I ' M ~ B ~ C ~ ' Y [ ? O ~ O ~ I ~ ' ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ I ~ ~ D ~ ? ~ < v I I ~ ~ u F ~ ~ I I J ~ ~ u

of a ~ ~ u l ~ ~ ~ n ~ n " ~ v a i u ~ ~ o o " a l u ~ i u ~ ~ n w ~ s n i s ~ u " o . r u i ~ o d ~ s i ~ ~ n m Y o ~ 6 h 1 ~ l ~ i i m 5 ~ F i a ~ T ~ n : n ~

I ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ' ~ ~ ~ I X I ~ B ' U ~ " U ~ ~ ~ ] ~ L E J P I " U O ~ ~ I U ~ ~ ~ ~ I ~ J ~ W I ~ ~ i i u ~ n ~ - ~ u n ~ ~ i i ~ ~ d ~ : ~ o d ~ u

mwouni-$uo:n~o r l n o ~ n ~ ~ ~ ~ o ~ i ~ n ~ ~ a n ~ n ~ ~ u n i w u ~ d m ~ L u 7

12). n l ~ f J b ~ 1 $ d 3 z % n 1 ~ ~ 4 (Period Films) dd 4 w

n~wuun~dsGinimd ? a i l ~ 1 J ~ ~ 1 ~ ~ 1 ~ ~ ~ ~ i ~ ~ ~ ~ m ~ ~ ~ ~ 0 ~ n ~ ~ 1 m ~ p i ~ u ~ n ~ ~ ~ l " f ~ n ' u

OIU. 35 PIPI. lAflL 8 UU.

(2) 3 eloIlfi4~on%$I~uflo4da:mn 8o m ~ ~ u ( n h 1 7 ~ 1 (Black and White Film) Lln:

~ I W U U ~ % (Color F i h )

(3) L ib4 o l o u f j s ~ o n ~ & ~ ~ ~ ~ o 9 f l ~ : 6 5 7 ~ ED ~ I W U U ~ ~ ~ U Y (Silent Film) L L ~ : ~ ~ W U U P ~ ;

(Sound Film)

(4) iin' m a a z i l l i ~ o o n l & ~ u a , ~ ~ d ~ ~ m m n'o m n u u ~ i 2 GR' adici~iqo~luilo puir ~ba:mnuuni 3 u'R ~ J ~ B ~ ~ ~ ~ + ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ $ I I X I I ~ O O J ~ ~ I ~ M ~ ~ I U ~ ~ ~ ~ ~ ; O ~ ~ ~ Q I ~ W G G nio&od+

m ~ o ~ n i u ~ a ~ a m f o~rnuwfoun'u #A Y

(5 ) inqJr:fisnnlr oiooznlisoon~~ud~%161~~~1fd q 1A 5 d~zmnn'n

(5.1) m ~ ~ ~ l f f l ~ l n P ( 1 ( ~ n t e b e n t ~ i l m ) L ~ U ~ W U U P ) ~ ~ ~ ~ ~ P W ~ ~ A ~ ~ O J P J " U ~ ~ ~ L L ~

&u J~ijaiuniu~r~mwuun+d39d dd 9

(5.2) n l ~ ~ ~ ~ ~ ~ l ~ # f l ~ l (Educational Film) I ~ U ~ I M uu~ssw~~di~%"sJfll:noflni~

m u luw'o ~ d u u rru'.rnontflu 2 daann 8o I~daznouni~aeurawi~3rflidi~ q I u ~ Y O . ~ G U U ~ un b 4 Y 41 hrtluetianal Film H% Classroam Film l l ~ l ~ ~ l ~ ~ ~ l ~ u ~ ~ l ~ ~ 1 ) 4 ~ 3 1 ~ 1 f ~ 1 ~ f l 5 ~ ~ 1 % ~ ~ 3 7 W

s?udun~l Educational Film r l ~ t k I ~ ~ ~ m ~ ~ ~ n $ n l ~ i n ~ i (Educational Film) ~lflm~#nln%J

idu~t iumnuumia~ni i~~ ~ ~ ~ I M ' ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ U L W ' ~ ~ V D ~ ~ I W U U P ~ ~ ~ P ~ ~ ~ X I I ~ O ~ ~ ~ I I ~ ~ S * L ~ ~

~ ] ~ ~ ~ U T ~ ~ ~ I ~ # ~ M I ~ ~ ~ T ~ U ~ ~ ~ ~ ~ O ~ I ~ $ I O M T M " W ~ M ~ ~ I X ~ I V ~ I i & ~ 4 ~ - i i i ~ ~

2 ~ ~ ~ ~ I ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ * ~ ~ u M D ~ ~ ~ ~ u Q M I ~ ~ u ~ M ~ ~ ~

- a ' ~ u i ~ i n ~ ~ u n u ~ o u o . r ~ % ' ~ ~ ~ p l ' ~ u i f i ~ a ~ i ~ ~ e , ~ w a m31:?&~~~

&mw~mzlfiu~qi+u91ia:1il W L ~ O Q ~ I ~ ~ O L ~ " B ~ ~ U

- ~ ~ ~ ~ I L ~ ~ ~ ~ I ~ I ~ ~ ~ ~ u I I x ~ E u u ~ ~ ~ P ~ ~ ~ x iiu ndnsw~nnn:d 1 Y .

ntnnuIanniqGi 2 niomr~u;un~iuo.r~n~wuin~~~r"~oJ'uT~]~i~ idu o-~iiiui;rr nqud ihnmoi 4 2 mi - f i i u i~o~n lna . r~ - r~o~ i i s1no !X idu doa31=i1q 7 $1du?%~iun'14

115:rna n ? o r r f i ~ ~ i l f n ~ u o ~ m a ~ o ' u n ~ ~ ~ ~ ~ ~ a ~ ~ i a

- d ~ u l ~ r n u i ~ n ~ n l n 8 a ~ w i ~ ~ ~ u 1 f i dsd~dutumnu idurnsf m4u; J

R ? ~ U I ~ U D ~ U O J W . I

(5.3) n ~ ~ a u ~ l i n i l n a (Documentary Film) ~ S u m ~ ~ ~ u m ~ i ~ u i n ~ w ~ n ~ ~ a r " i i ~ 7 d d i i i~uu a i 4 7 rj.rlnYn~iu$th 7 I d i i n ~ r i ~ ~ ~ ~ s ~ i t i ~ a u

44 4 J (5.4) mwuumi~i~ (News Film) I S U ~ W U U P I ~ ~ L H U O ~ I ~ ~ ~ O L ~ ~ ~ I T U M L ~ R P T U I I R = :

i j d ~ ~ ~ r ~ ~ ? d d r - . a i ~ u ~ u ~ o ~ i n : ~ i o o n a 1 u l r i i l r ~ ' 1 1 ~ ~ ~ 9 ~ ~ ~ ~ ~ ~ ~ ~ 1 ~ n ~ ~ ~ ~ ~ n ' ~ ~ ~ n ~ n 1 ~ d l i ' ~ 2

I ~ ' ~ ~ U ~ ~ ~ Q ~ ~ ~ ~ ~ ~ ~ I ~ ~ ~ ~ L ~ M O ~ I ~ ~ U ' M ~ ~ ~ Q ~ " P J ~ " ~ I U ~ ' W

(5 .5 ) ~ I ~ W U U ~ ~ W Y W ~ U # I (Advertising Filrn W%I Commercial Film) ~ ~ O ~ I W U U P ~ ~

' J ~infi~uuu~dn~wv~~i~n~.rfiu~w'80~u~i nio~liunyugsEamr~i1 61Twvolqrn'ol~un1(

Zuni1 Advertising Filrn ~ ~ P ~ ~ ~ ~ ~ u ~ ~ A I R ~ ~ ~ o ~ ~ I ~ I ~ M $ I u o J J ~ : : ~ ~ ~ ~ ~ U W ' U ~ L ~ O H ~ ' Q W O I ~ ~ U W ' U U

~ % # w h m ~ ~ 3 i % ~un~imnuupl~f l l r~l (Commercial Film)

2 la asyari n*musroa. (2534). n ~ s ~ n ~ l ~ ~ t ~ ~ n ~ ~ ~ ~ ' ~ ~ ~ ~ n ~ ~ t u ~ ~ f i n t l u ~ ~ i t l u d ~ : : ~ n n ~ u u . ndi 48-49.

22 luree Vichit-Vadakan. (2520) "Thai Movies as Symbolic Representation of Thai Life" 11'IKIJ

njnummi, i~i! 1 4 , ~ . W ~ I 32-38.

(6) . ifotunr~wn 8~iimr~imuolnnuu 1 1 o z o ' s t ~ ~ ~ ~ ~ 6 o d i ~ ~ d ~ v a . r l f l i w u u w f

(7). d ~ c i d u ~ ~ d r e i ~ ~ f l f l n ~ ~ o ~ a a z n ~ ~ ~ ~ d o ~ idmwuum?lnu~s-mn~~n

Irilt;fun?~uu'uu o inI;'vu u LI 4 I A; ilnm; o17m (2528 : 62-85) ~ ~ I c ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ w ~ o ~ ~ I w u u w ~ P ~ L R u ~ iir'uiiiu

LDll$;4+

Adaptation #a m ~ ~ ~ ~ i i l l f 3 4 ~ 7 n 7 5 5 9 1 n 5 f ~ L I M ~ O ~ ~ P ~ ~ ~ E W " P ~ ; LSUAIT J~LOI

~ n ~ . r ~ o ~ u ~ ~ m i i ~ n ~ ~ A ~ . a ~ i ~ i ~ ~ d n ~ w u u ~ ~

Animalpicture $0 ~ w u u P ~ ~ ~ ~ ~ ~ ~ ~ u I o ~ R I s I P ~ ' F ; I ~ " W ? D X R $ ~ ~ U W S L I D ~ I U ~ ~ D ~

Beach Party movie f 8 f l l ~ U U . ~ ~ U ~ ~ U B J Cult Movies $ ~ l ~ ~ d ~ 4 5 7 7 1 6 8 3 f i ~ d A

iujunjun$ad~~~imo J I ~ ~ ~ ~ ~ ~ U I U ~ P I X I P ~

d.4 4 Biography / Biographical Picture ~ W U U C I I ~ 4 m ~ l ? f i ~ ~ 7 d ' i : % ~ 0 9 ~ f l n ~ l d ~

4oii?us d4=i d

slack cinema (17% Film-Noir) ~ W U U ~ ~ ~ U ) I I I O I I I I ~ O ~ L ~ U ~ ~ ' U ~ ~ S I I ~ ~ ~ ~ H ~

nmv junn.rim~rn~~~Io~ua"fi~u r j n l ~ ~ ~ n n f i ~ ~ u ~ o ~ u ~ ~ ~ 1 ~ 0 n ~ 3 ~ ~ 1 ' u i j ~ ~ i ~ = : ~ u (uoc

idoqlw4) nfiqu~su~rn~in'iuni~a:$~C~

Blue Movie n ~ ~ u ~ ~ ~ d ' ~ ~ ~ n ~ ~ ~ ~ ~ ~ n ~ ~ n i ~ d ~ s n o p r n " o n s s u o i u n ~ ~ ~ ~ ~ ~ a J nrougy mulsuai

d 4 4 2 d A Boxing Picture ~ W U U P ~ ~ P ~ U L U D H ~ L ~ U ~ ~ ~ ~ ~ ~ ~ J ~ ~ R T P ; ~ W ? O ~ ~ I ~ ' M A ~ O ~ ~ ~ ~ ~ ~ U ~

ouo'~pRlnaliun&6iini5m~uii1fluidowipf~fi a : ~ ~ u ~ ~ u m a n l J n s ~ n ~ ~ i e ~ ~ ? ~ i ~ ~ o ' ~ i f ~ W '

a3 ~ ~ n n ~ u ~ m w u u n ~ ~ n d i ~ u i o ~ m a w o n 3 d ~ ~ ~ ~ m w ~ ~ ~ ~ $ 1 f i ~ ~ i ~ f i ~ ~ ~ n i ~ ~ ~ ~ u ~ q

d 4 J A I ~ U I L U ~ ~ I W U U ~ S M U ~ I I U ~ J ~ ~ I ~ W ~ I U ~ P ~ I W U M W % ' ~ $ I ~ I ~ ~ M ~ J ~ D I ~ B ~ ~ ~ ~ ~ ~ O E ~ ' U O ~ I ~ O ~ S ~ ~ ~ Y *

nb~uriu ~ ~ i i ~ r u a m n u u a i r i n O n ~ ~ f i ~ ~ ~ n i ~ u n ~ u q ~ ~ ~ ~ a ~ d ~ ~ n ~ ~ ~ o ~ n i w ~ ~ ~ r " w ~ n q 3 B ~ I P

Ik~d ain, o ~ ~ u d , ~ ~ n q d ~ w u m n n u 1 u ~ ~ n r n u ~ ~ i n ~ d ~ 1 i a ~ ~ 0 u i d 0 ~ ~ ~ ~ 1 u n ~ w ~ 1 u ~ ~ d i i i ~ u d a * !d o 1 r u d ~ u i u n ' ~ n ~ i r r ~ n n n ~ ~ ~ ~ ~ ~ J " ~ ~ n ~ ~ n 1 a ~ ~ n 1 ~ 1 1 ~ ~ f ~ ~ n ~ ~ d k 1 f l f l ~ ~ 1 1 ~ ~ ~ ~ ~ f l n ~ 1 ~ n"4

p d n r d ~ l b ~ ~ u r i ~ ~ ~ n ~ 3 i m r ~ i ~ ~ ~ o ~ ~ ~ ~ a ~ ~ ~ ~ n n l d n ~ ~ o ' ~ e l ~ ~ i ~ n ~ ~ ~ i ~ ~ ~ n ~ ~ ~ ~ m ~ w aY24

(Categorizing film genres) 78 H9Pd

n). ain (setting) !&iri

- o ~ ~ q ~ n r r u (Crime) r i ? a ~ n s i i n ~ i u ~ 6 u ~ ~ 0 ~ n " ~ ~ ~ ~ ~ 1 n ~ ~ u n i o ~ ~ u ~ i ~ ~ ~

n~l:uios

- Rdukf ( ~ i l r n noir) d i ~ a z n r m n l r i l % o l u n a i u ~ ~ ~ 1 ~ 1 1 a : ~ ~ p i 1 ' ~ ~ ~ ~ 1 ~ F I ~

- B ~ d z i A ' r n n ~ i (~istorical) iiodotrili~u~uoim Y B - u ' u x ~ ~ n u ~ ~ ~ ~ n ; (Science fiction) I ; ~ ~ ~ D ~ ~ ~ I L ~ ' U I U ~ ? I U I ~ U Q ? ~ $ w

v). o15uar' (Mood) I#ilfi 9 - Y - 1 1 8 f l $ ~ (Action) ~ h ~ ~ ? l ~ l ~ 1 ~ ~ ~ ~ ~ ~ ~ ~ ~ 1 ~ 1 ~ ~ 1 ~ ~ 1 5 ~ ~ ~ 7 1 9 1 ~ ~ ~ 1 4 9

- woqp% (Adventure) ~ ~ Y I ~ ? I u # u ~ ~ u I # ~ ~ " Y ~ ~ P ~ c ~ ~ u w ~ ~ ~ ~ I s ~ ~ u ~ ~ ' u v o ~ w ' ?

- Rnn (Comedy) ~ ~ R ~ ~ ~ ~ ? I u ~ ~ ~ ~ u ~ u L L ~ ~ I ~ u ~ ~ ~ ~ ~ ~ ~

- R S I ~ I (Drama) H ~ ~ F I ? I U ~ U ~ ~ ? I Q FI?IUIR~IRZIR~O ~ I U ~ ~ ~ S I I P I R P ~ ~ ~

16iulmuo~6~azn3

- tidurniii (Fantasy) l a ria:luolsotdlu'adlu$1a10~19~03~

- nuo.rui~ {Horror) litrrhdnnunii? 4 w - nnnu (Mystery) ~ ~ 0 h ~ n ~ 1 ~ 9 ~ ~ . l 9 ~ a ~ 1 1 ~ n ~ n a i ~ 1 f ~ n w * 1 3 1 ~ ~ ~ ~ n i a i i f l v

1 1 3 ~ ~ 1

- ?nlrlkuuln (Romance) ijl&mAiU?fiyn?lUr"ndUfar1a

- smhn%y (Thrillers) ~~ahdn3iuAu~2iu1in~na1u~~~n?ua

n). ~dirnu Format

- ~kou'n~;~ (Animation) nh~m~i~lfii~~~n?1~tl~i~niwi~w~17u 7 m w 5 ~ sionirl~un?iui%q~

- ~ ~ ? I J ~ z Q (Live action) f i ~ i ~ : ~ m 1 d ~ ? f i ~ ? 3 f i ~ 0 4 ~ f i f i ~ 0 3 9 B - a m ; (Documentary) r j 1 i ~ u o b o d o o i c ~ w " o ~ ~ i ~ ~ a ~ o ~ t G 1 ~ 0 " 1 u d ~ ~ ~ ~ ~ ~ ~ ~

- aznTiwat (Musical) ~ m ~ n l ~ n d d ? ~ a l ~ ~ 6 3 n z n 5 i d - urrulu ~ u o n o ~ r i i ~ u ' u ~ d r n ~ ~ n i ~ ~ w ' ~ t ~ ~ d ~ ~ ~ ~ ~ ~ ~ ~ u i u

- nridw iin~iuu1?~auni1n1wuum~Y1"a7 1d

4). ftd~id IHUIUIPWIBIQI~~~ (Target audience) d '4 w A d

- rnwuumid~n?uiifn (Children's film) ~ ~ ~ W U I W O ~ ~ ~ ~ ~ ~ ~ ~ M U ~ W U ~ I ~ E I ~ ~ ~

IiYd~zTuau' 1ii~n?1u$n?o~niufffiaw'n~zd7~5'~~dn oio1~udo~~~u?6u?~mdfzdia'u~1& 1

- rnwuum~81nfunsom (Family f h ) n h ~ ~ ~ I n Y ~ t i n ~ ~ a ~ Y i ~ ~ ~ x i w f onuh~ d dl d s nsouni~rnmrt1gnw'~~ax1n'u1~ ~ n u u ~ n r i n r ~ u r i n v o l ~ ~ ~ ~ ~ u u ~ ~ ~ u ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ i n ~ ~

~{ ia~ud~dued oln'ldu mwuun~ain~iu?on7niii ( ~ i s n e ~ films) d d ~ l X - mwuufii8iniu@n~ ( ~ d u i t film) L ~ ~ U ~ W U U P I S ~ U A U O ~ I W X I ~ Z ~ ~ " ~ ~ ¶ ~ ~ ~ ;

T~uiam:: ~ u ' o ~ o i n ~ f ~ : o w i u e ~ ~ # ~ ~ o i ~ d n ~ w i ~ n ~ ~ ~ ~ ~ ~ n ~ J I # ~ ~ P I ~ ~ I P ~ ~ ~ im:lnalnnGninii

m w u o a n ~ i u ~ u ~ ~ s r n m c ~ w ~ ~ ~ d ~ ~ ~

53 d d 9

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nmulnumdo'r 150 &UIJIYI U~JTZO'KI VQ.I ~ C R k h p n n?~nnu'lb: 150.4 b ~ u Ga$u/hn/ 9 0 w r d u uoaqrnnuq ynmBn ilddmn 120 XIU iin: (~PI?IN&I fnoq U ~ ~ M B n ~ ~ n l i q q u 99 #iu IU

m 1I 2544 ~ ~ L ~ u B ~ ~ ~ ~ ~ ~ ~ A ~ I ' u o ~ ~ . ~ ~ I ~ ~ I w ~ u ~ ~ ~ u I ~ u ~ I ~ ~ ~ J

g n n i ~ n s s o J m w u u p l h t i 1 ~ ~ i h ~ d d ~ n m r 1 l i ~ ~ ~ 6 ~ ~ 1 ~ ~ ~ 0 ~ l 1 ~ ~ l u ' m u i i i n u u u 1

tiou ~ u c ~ u n s ~ ~ n s ~ ~ ~ ~ ~ a n ~ ~ ~ ~ ~ a ~ ~ ) . s u ~ ' ~ f f ~ e r ~ ~ ~ ~ ~ f l ~ ~ ~ i n u u p l ~ u ~ s n u ~ n u ~ ~ u u d ~ ~ ~ ~ d r d-4

wtou 7 tiurnslhu~uoani+$~in'u~ n6uanIlru v l u r c n d ~ l u m ~ ~ ~ n i ~ ~ 1 1 ~ ~ 1 u q ~ ~ 0 m r ~ i d o d d 5

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m a u u m ~ ~ u o ~ ~ i Q mwuun~nffndl~~ii~n~izi~ddanu r n w a u ~ l f ~ ~ ~ n ' s u ~ n u w ~ v 0 ~ n a i ~ 1 ~ ~ ~

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n~wuumilfoq&d~?j w i o n. Protector ~ o i ~ u r n w u u m ~ n u d n ~ ~ ~ ~ n ~ ~ d ' ~ ~ a ' ~ ~ 1 1 ~ 1 ~ 1 1 5 " ~ ~ i ~ ~ ~ n d u u l d o ~ u u ~ 1 n ~ ~ o n ~ 0 ~ d ~ ~ ~ 1 ~ t l ~ ~ ~ ~ 1 ~ ~ a i t l 1 ~ 0 ~ 1 ~ ~ ~ 1 ~ 1 ~ ~ i ~ ~ d r ~ ~ ~ ~ 0 d ~ ~ m ~ ~ u r n i l f ~ 9

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8% (n~7ri1) n';ouicnu~aou~ Jqm* w ' i 9 & ~ u ~ u o ~ m w u u ~ 5 " i n ~ 1 ~ ~ d ~ ~ ~ ~ ~ p s a 1 n w a ~ f i

ilnncioui~~7~uldnsd~k;ndlalriiArr"?u"ian"u lliluJopu'udr:innuocniwuum;lAOnlilj~

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3.) Animation N U ~ U ~ ~ ~ I W U U R ~ ~ ~ ~ ~ U Ti-l%9lhfili%~l1149 1 k l finding nemo

4.) Comedy m ~ ~ ~ ~ l i ~ n n ~ ~ ~ ~ ~ a ~ 1 ~ ~ 1 l t ~ e r n u ~ i 0 9 n 1 ~ ~ i ~ 0 f l 1 ~ w ' f l ~ ~ u

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6.) Documentary ~ ~ I ~ ~ U U ~ ~ ~ ~ U ? R I ~ R R $ ~ ! ~ ] & ~ U ikir:1dA?u J 9 4 4 4s

7.) Drama rnnuumf%m da:ld;~?iui$nrcti ~XII!IRI d~ lwuno~r~~nuef t q

12.) Musical ~ ~ I W U M ~ ~ ~ I W B Q 15h.i %17%fl

13.) Mystery I ~ U f l I M U U d d % l z i ~ ~ ~ W I ~ D ~ ~ ~ U ~ ~ $ 4 * w a

14.) Romance ~ M U U R ~ L U ? Y ~ I ~ T I I U U ~ ~ ~ ~ u I ~ ~ ~ U ~ ~ ~ U ~ I ~ I I S ~ Z ~ ~ ~ ~ I E ~ ~ U ~ ~ ~ U S ' ~ dcia u

15.) ~ o i - ~ i mnuunrnutAm~i~1~3nui~iam~ ~ r i v i ~ o a n u ~ ~ ~ ~ i n u ~ ~ ~ i ~ ~ ~ w ~ u

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19.) Western n U j f l i ? u ~ ~ ~ l ~ ~ u f l t l ~ w ~ ~ u ~ I ~ Q ~ ~ ~ ~ ~ Q u ' L ~ ~ ' u ~ ~ I u ~ u x I I ~ ~ I ~ ~

2.2 t1~a~~1%;1~drnammnglu"tl~~d (Marketing Concept)

61ii 66rnsfimn3+ l d 5 @ ~ ~ ~ i u n a a l j l ~ d " 4 n

~1zTfln915$ philip Kotler !bi ~ ~ ~ ~ ~ I I U H U I U ~ ~ ~ I ~ ~ ~ R ~ ~ WUIUOI ~ W ~ T U V D ~ U ~ Y 6d 411u'u ' ~ ~ ~ ~ Q ~ I ~ I ~ ~ ~ ~ ~ ~ ~ B ' L I T I U Q ~ ~ ~ ~ ~ J W O I O I I D ~ ~ ~ ~ R I ~ B ~ ~ ~ J ~ ~ u o i b n ~ : u ~ u n a a a n ~ d ~ u u

A nio ~nnna-iuno~ivw us iin~snnifi nuiubs n ~ ~ n r ~ u n i s ~ i ~ r 1 w u ~ ~ n ~ n i a ~ ? 9 * t i ~ ~ 1 ~ a n a 1 ~ ~ ~

~~iuff"cdfiuo;ln?~u ~ I I ~ u I I ~ ~ ~ ~ I R I ~ Q ~ ~ ~ ' s u B ~ L ~ ~ ~ ~ ~ ~ I S ~ ~ I ~ (Creating) msmu~ (Offering) B un:msiinnillduu (Freely exchanging) ~PUKIII~I:Y~ m5dijund~~uqnnn~u93

~ ~ l n ~ m 5 f l m n u ~ ~ ~ H r ' ~ 0 1 u ~ f i l (The American Marketing Association: AMA) rbn; CI w m 4d

n?~urluluITiim~mai~ nuiu5.r m ~ ~ ~ u n . n u n ' i o m s ~ i 1 w ' ~ ~ ~ u ~ 1 ~ ~ i i ~ n ~ ~ ~ ~ i ~ ~ ~ n ~ ~ 1 ~ 1 ~ n i 1 r p r a I ~ ~ i s t i ~ ~ u i u B u F i l i ~ a z ~ l ? n ~ ~ ~ ~ ~ i ~ u ~ i n ~ ~ ~ ~ ~ ~ f l q ~ ~ ~ a ~ n n f o ~ + G r n s i L q 1n"lt;iunmu

woIo uazPnu~ i iu i ;~sa~ in~n i~zn~ i1109 i i~n1~ (ti.ro"p'lu qmi n?.riio;l?i.iz, 2541: 1)

Harry L. Hansan ~ f l T h ? i ~ ~ u l ~ l ; ~ i msflrnn nJJluo"4 W 7 u m ~ h m n 3 i ~ i l & u ci I L ~ : ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ U ~ M ~ ~ L ~ ~ ~ ~ ~ ~ I ~ ~ B Q ~ ~ I I W B P ~ ~ ~ H I ~ U X ~ H ~ ~ ' U ~ ~ I ~ ~ ~ ~ U ~ ~ Q ' U ~ M O ~ ~ ~ I R I

6 q r n s i f u q

I ~ ~ ~ I ~ ~ I ? ~ ~ ~ ~ ~ I % L ~ ~ ~ ~ ' M ~ ~ M L L ~ ~ I M ~ ~ ~ ~ O ~ ~ J ' U m~naianrjulni ( ~ o d e m Marketing Concept) i u Aa

~ ~ u ~ ~ u " o u m r o . r u o n ~ ~ n a ~ ~ ~ d i w " ~ ~ ~ ~ ~ ~ ~ ~ ~ lumr w8~uIids:aunaip1d1E!o T~uijrnsGau~

1 9 - w m t m ~ ~ g u p r o u I ~ u n n 1 1 ~ n 1 4 w " w ~ 1 n 1 ~ ~ ~ 1 ~ f 1 1 ~ ~ ~ ~ ~ ~ n (Internal Marketing) IlllemUUQfl

o l h (External Marketing) B ~ ~ ~ ~ u I ~ ~ ~ ~ ~ W ~ U ~ " ~ L I ~ I W Y D ~ W G ~ ~ I P ~ ~ V ~ B R R { B : O . ~ ~ ~ ~ ~ E V F J ~

ml u ~ ~ ~ u ~ I . J y F ' l ~ o g f ~ ~ ~ ~ ? W I ~ F I ? I % J ~ U ~ ' W ifi'flPflX1 (Customer Relation Management) $ 4 1 8 ~ A

nnl n ~ u n ~ ~ d s ~ ~ n ? m w 1 ~ ~ d 1 ~ ~ 1 ~ n ~ ~ w ' ~ ~ ~ $ 1 1 ~ a ' u w ' u ~ ~ ~ 1 1 ~ ~ 1 a n " U ~ n ~ 1 mon?~urnui~o

l u r n s u i a ~ u r n ~ r n ~ ~ a ~ w q ~ ~ ~ ~ ~ u i~azd~ynmrl lu 'a+uml~f i i fnn~w~~ulHi i w ~ i t . i d o ~ n n

a1~1x&rl~n31-svd 21 d.r~9u~nl~d.rn~:!ln~an13a"~d ~ S R ~ W ~ T U T ~ Z ~ T ~ B H I J I U I ~ ~ ~ ~ I ~

nxuwm ~ b u ~ n q u n ~ r n r m ~ ~ n ~ ~ ~ ~ n ] d ~ w ~ ~ d a ~ ~ i n ~ ~ ~ n n ~ ~ ~ i nnlnm-rrnrmmaunzn751410"~ rB a Qn~~iqdiuuld az~u{dr:noum~ j u 1 ~ 1 f 1 0 ~ 0 ~ ~ 0 a ~ n ~ 1 u ~ ~ i u n 1 ~ ~ n i ~ n r i u l n l i ~ ~ a ~ i ~ ~ i n a

r w 4 ynRum~iigsi iooci i~~~~X~u mrrnmnnliulnn~uo~~o~n'uui1~n~~udi~~n"ud~uwffu 2 J

nldmsmnlR (Marketing Mix) UlflUQlJU

d flX17: Influencing factors of a company's marketing strategy; similar to Kotler et al. ( 1999)

~awkins et a]. (1983: 412) nn'13il ~~;J i~nni i r inudoi i~~1~~1ud5=:nl~t I '1~n0f ln"u

Pabnmuf dzt~uds:~uau' iorn~riinu~nfiyninms~~m~ ri.rZumsino.rrillr=:nou'uoq Y

h n R ' 1 ~ i n ~ o t i i ~ u o . r ~ ~ 7 ' 6 : n n ~ ~ G n a i ~ d 1 ~ ~ kr*lumsriimsplrnc rinmram~lino:: u d 4 ri~;~o'tri~uw~urn~n~sm'ili~ duianuA~uu~untiu~p1~6ii ~arketing Mix ~ l o ~ ~ ~ n m r u n r i u

#u ;r 71 4 ~ ' s 6u~udo . ra ind~udr~~~ '~1~d~audauw~~10 i~ P 4 t? Zn' product, price, Place t~n:

Promotion f l d l a ~ 0

- ~ I F I I (Price) w~1~8.r 57R7 d i ~ ~ u m ~ v i u i i u ~ i w j n ~ ~ R ~ a n " d w 7 1Jthf1~bi1 a 9 - n r o ~ u ~ l n n d.mtluijlurn~&nn7~n~ 3 i~u~rn.mi~uiiu n"o 1) &sirn~$~sniI$tdJ 2) &slm v r w Inminu j~tisun:: 3) ~.m.rs~mln~h~niid~~ri~ ~i~u~zL~nnm~lnw~hlo~ti~aiLdna~nfluuuzli'u

- do.rm9(1nu'1u (Place) niosiuqm~m~~ni i~d~u luainifu id~~ndtriotrnamr . N n

~ ~ ~ l ~ d l ~ ~ ~ l ~ o " ~ t l 1 ~ p l l ~ ~ U ~ l ~ l ~ ~ ~ ~ b i ~ ~ 1 1 ~ ~ ~ ~ ~ l ~ ~ 1 ~ ~ 1 ~ ~ ~ b ~ ~ ' % d ~ 9 ~ 1 U ~ l d ~ ~ t t d ~

9 - pr Yopflu ~ R ~ ~ ~ R ~ I U ~ ~ ~ I ~ ~ M Hyper mart I1Et:: Discount Store 0i1.m Maho, Lotus, Big C, Carrefour 9%' 4 1bui1.1 ~ l ~ ~ g ~ n n m ~ l 5 ~ ~ 1 ~ ~ ~ ~ ~ f i 9 ~ ~ f l ~ d 3 ~ 1 6 1 ' ~ 1 Modern Trade $ I X Q ~ I ~ ~ ~ U ~ U L I P I ~ ~ L W ~ ~

L k s ~ ~ ~ ~ ~ I ~ ~ W ~ I ~ ~ I U L ~ ~ I ~ ~ O E ~ J ~ ~ ~ B ~ U ~ ; ~ ~ ~ ~ ~ O ~ % I I q

- fil'id~~gl?~t7l'iill~ (Promotion) d 5 ~ f i 0 ~ $ 3 ~ f115 181~811 (Advertising) ~ I ~ ~ J I P I ? I I

f r i 3 V l U (Sales Promotion) W ¶ ~ ~ I U W ~ U (Personal Selling) LIP:: ~ I S ~ I Y %I%J%U; (Publicity) IU

rnmtn' 2.1 n l ~ l ~ ~ ~ ~ n . r r n ~ d ? u Paradigm oin 4P's ifiu 4Cqs

(Customer needs and wants:]

2. s1n7 (Price) f i m ? ' i l l ~ m l ~ ~ - fiuyusra;l~nh (Cost to the customer)

3. ni~mi?uPdier (Place) h~di??i.1?!4 - n?iufl:ui?n~18d~n61 (Convenience)

4. n ~ t P I ~ ~ ~ ~ ~ n ? f m ~ ? r n (Promotion) - n ~ ~ ~ o i ~ ~ ~ ~ ~ ~ r i u e n i i l u ~ n ~ + ~

m"osAid4a (Communication)

ain~aw~i~n~imcmcl1ulnidLo~ p i ~ u w ~ l m m ~ r n s n a ~ n ~ f ~ n ~ u ~ u d o ~ 4 PIS

11a~u~lcle!ritiu~nollifi~nd1H9"u~nn~iio1u~nd d~~dl inmrmrn~~nlnni~~~~di '~~~dduu

u u o t k JuazIIY1~n~r1~3un'~id ( ~ a r u i i ~ m ) 9nd ~ i n n ? > u ~ R ~ ~ ~ ~ # d ~ u H n ' u w i ~ n J 5 r n a l n ~ ~ 5 ~

I A ~ 4 ~ - s R U ~ U B ~ I ~ U 4c.s A ~ U ndniia ~ ~ u m r ~ 6 ~ o s u ' o n ~ ~ n 1 ~ m a 1 ~ 1 ~ 1 1 ~ n ~ 1 n ~ n ~ ~ ~ 1 w " 0 ~ ~ 9 - uouwo~rrIurulnnupnimu 4 i iu k ~ o b e * ~ a v t b m S U ~ ~ I "4cs* k ~ i m h ~ g u

ainnmmntns'mu'l~: ~ q i f

1. o m ~i%fiPlPi -s &?Inn product -> Consumer) ~ I ~ : W ~ I U I ~ ~ ~ ~ ~ V ~ ~ ~ L S I P ~ ~ P I A u 9 49 4 14 m s ~ ~ u ~ d n y u s ~ n ~ ~ ~ u d ~ ~ ~ ~ ~ u ~ ~ < i ~ n ~ ~ ~ o

4 2 wrzth (customer is the King) f i ~ ~ ~ n ~ ~ ~ ~ i ~ ~ ~ B t d ~ ~ ~ d ~ n o ~ ~ n i ~ d w * n a ~ ~ ~ ~ u l ~ ~ ~ i n ~ i h n o n u ~

YO4 d ~ j i CRM N% Customer Relationship Management M JO U I P B I ~ & ? U ~ j 7 Customer

Relationship Marketing or Relationship Marketing

2. sin r7nl -> h q u (Price -> cost) rju;JllnnlU.n~1~~im~~u m n - u r . ~ ~ ~ ~ ~ d e m 2 e B d a

~ r a d c i ~ t s i ~ n m o ~ { ~ ? ~ n n ~ ~ u ~ ~ ~ ~ o ~ ~ ~ w ~ I ~ I ~ w o ~ o A ~ # i d B a d & ~ ~ o t ~ ~ u q a q n A o nn B d

6 ~ ~ ~ ! ~ n 7 ~ ~ ? ~ m 3 ~ ~ ~ ~ ~ # 3 ~ f i ~ f i f l 9 n r o n ~ ~ ~ t J l s n l J l u ~ ~ ~ 7 5 ~ 7 Modern Trade 6Anr Discount

S~ORS ~ ~ ~ u ~ ~ r n d ~ n d ~ a n ~ 1 ~ ~ s r ~ o n i u o ~ ~ u ~ 1 n n ; ~ q ~ w i u ~ u i l v ~ l j ~ d i n i d ~ i j u h i i k 49 n u o . r i i R $ ~ ~ i ~ i ~ n h u d ~ o ~ v o o ~ n n ~ s n ~ w n m d ~ ~ l i u u ~ ~ i ~ ~ o " ~ n ~ ~ ~ w ~ w ~ w n i a a ~ r i ~ l J i w l u

d?ufht Value Added ?.fu r i 1 l # 6 ~ ~ m n ~ l f i ~ i ~ acittdu w?n ECR m e Supply Chain d

Management (SCM) lrnr Logistic % ~ ~ ~ r ( ~ ~ ~ ~ n ~ l ~ l ~ ~ M ' a ~ 0 ~ u n l ~ r r ' ~ 1 ] ~ ~ 1 n ' l d ~ l n ~ l ~

3. em f io iudkdini iu -> naiun:r?n (place -> Convenience) {uiInnWnuIo

f i u ~ ~ ~ ~ r & c ~ u ~ o n ~ o ~ w " u w ~ ~ ~ d ~ i ~ ~ " o n ~ ~ d a r n r c n ~ i u ~ u d . r ~ ~ a r ~ ~ u ~ n ~ ~ ~ ~ i o ~ ~ ~ ~ u ' ~ 41 X I ~ ~ l n n J i u n . n u ~ ~ ~ ~ ~ ~ p d ~ a i u ~ ~ ~ ~ a n I u n ~ ~ ~ ~ w a d u :uui$~l~d61u1un~~u~zaanlu

r n r m ~ ~ 8 u i i n i s u i m r (Glnm~v: ~&iaoffu~in'wiiuihifu duurm~w?n Convenience J d

Stores H ~ B W ? ~ I Discount Store ~ ~ ~ ~ ~ ~ U ~ ~ A I U L I ~ ~ ~ ~ U % O ~ ~ " U L ~ ~ ~ ' U U H ~ O I ~ ~ ~ ~ ~ O ~ ~ ~ ~ L L l l U W D i A v d m f a sr ' I ~ ~ P ~ ~ ~ ~ ~ ~ ~ ? ~ ~ u ~ ~ ~ u ~ I ~ ~ w ~ ~ I I I ~ ~ ~ ~ A ~ I I L I ~ ~ o ~ ~ ~ u ~ 7 0 Home Delivery LlnU 0dl~1du Pizza

~ j n n i l ( l n l ~ ~ ~ ~ ~ ~ ~ j l Promotion A ~ U ~ ~ A L ~ I U I ~ A I I ~ I L I U ~ ~ L U ~ U ~ I ~ ~ J ~ ~ ? U ~ I ~ U I U ~ U m5

~ I ~ ~ ~ W W I ~ I ~ B ~ ' U I U ! $92

d 1. oin ~Bmriolgi -> $u?Tnn (Product -> Consumer) I ~ ~ O L I J R I U I ~ ~ U I U U D ~ W I ~ ~

w IimlK 1 r n i i s i a : r n l n ~ o u i u p 1 ~ ~ ~ ~ ~ 1 ? ' b ~ n 8 ~ ~ n ~ ~ 1 X msi#ul~d~u;~3~nnt~u~1~~1mc180i1

pnhn"ows:ik (customer is the King) i i ~ ~ ~ n a ~ ~ ~ i ~ ~ ~ ~ ~ ~ i ~ ~ ~ ~ n o ~ ~ n i ~ ~ ~ $ ~ a ~ u ~ ~ ~ ~ a d

Iln:~unanlnun.r d i i i CRM n40 Customer Relationship Management nf0 YIPII~~ABUO-~I

Customer Relationship Marketing or ReIationship Marketing

2. a m n m -> iuqu (Price -> cast] r$'u3Tnnlri~ulosirn~1~ nsias3m 1 s dpl s

MO~MTI Trade ~ i i ~ ~ m ~ i r n ~ u ~ u ; ~ ' ; ~ n n a ~ u 7 5 0 J o ~ ~ u ~ i n i d w ~ 1 ~ i L i a ~ I F I ~ ~ V I ~ H E I ~ & ~ ~

e a cia 4 ii~u.so.mno n~iu~uluns:uaumaww"~~uXiIX~nn~ rnona t~ iu~snu~u l$u~~~ i Modern A A

Trade lln:: Discount Stares ! # i lu~ imI I~ f l~q~ ~wsi:d%:Tu%&oq{fl?~nnq~qa Q d L I lu

4 W 7fl ECR Un:: Supply Chain Management (SCM) AIFI:: Logistic %(YO PflU!Einf31~6fi~fl?~~l~

3, oin n r n u ~ ~ i i n d i u -> n?iunzmm (place -> convenience) {ujlnnhi

X n?n Convenience Stares M?D W7n Discount Store ~ L L ~ ~ ; U L ~ R I U ~ A H ~ ~ ~ X I % W ~ ~ ' W X I I ~ ~ V U H ~ O

~ifiwioirn~ ~ ~ ~ ~ ~ Z ~ ~ ~ U I ~ ~ Y ~ I ~ ~ ~ ~ ' U ~ ~ I M ~ ; I ~ ' R ~ ~ S ' L I ? ~ I ~ I L ' U ' U ~ ~ ~ ~ ~ G I U n?o Home

Delivery IIWU €ld14I¶h Pizza Hut M ~ Q W ? f l Fast Foods & W P l U { U ? T ~ ~ O E ~ ~ ~ ? I U I ~ : R ~ ~ ~ U I U 1' d

H?Q Convenience % ~ f l l ~ e l l F J f l l f l ~ ~ ~

4. o~nm-rtiatGumaulu -> m'idomamr nmn (Promotion -> Comunications)

d o f f l s h ~ t g ~ ~ ~ ~ aEhu'nm3RaiRi4 Forget about Promotion ALUUIIUR~?U ~ ~ O E ~ P I Y P I I ,

€I~IP?s 0~0~llnnbi~fllln~~619!3 l l d ~ ~ F I 4 1 ~ ~ ~ 4 6 3 1 ~ !Bu Communication dd~f l i fh l

#uilnnlumn~au lu communications ~~1~ i i~~ tunoonl l&;~gun1~do.a15d1~~ ihd 4.1) m~luvon (Advertising) M% ~ U T ~ W Y W ~ $ O ~ I T T U Y ~ n d l u d ~

Mass 6141 iijiuedu Tnl-bd iny nGadow'aw nao ~ P ~ U A I I ~?h&i 4.2) nlrt'/slH?xlnl3ulc1 (Sales Promotion) ~ ? 0 n 7 ~ ~ 9 1 ~ ? ~ l n 1 5 1 1 1 ~ t%onis

fiirnsd4mill m3Vl~ l f4~ Ih Consumer Sales Promotions Ilnz Trade Promotions &m5

s d L r i . r ~ ~ i l u m ~ u i u d ~ ~ ~ ~ ' ~ ~ ~ l n n a.rundmsm iian tion nou rnsklsn mrll4.riiu mruanuop

&xiliiaiinzo"u 7 'dnu~nuiu k~umtdct~?umru1t l~~~d4' iu i i~u iftilumrriamium~v~r~

A l j t l n ' f ; u n ' ~ h u ~ w n ~ s ~ . i l ' n ~ u ~ ~ i i ~ R i ~ ~ ~ ~ ~ u k i idumr LmslnY Incentive mswl

h u ~ ~ i l l d d u ~ ~ i a z ~ u u u ~ n11'l#iid3uCm Display % u I A R ~ ~ I s ~ ~ ~ ; u ~ R ~ I ~ 7 L B U ~ U 4.3) M ~ ~ I ~ ~ U V I U (Penanal Selling) ~ ~ ~ ~ ~ ~ ~ U U ~ U ~ ~ O ~ ~ U ~ ~ U M U " ~ ~ ~ D Q ~ I J ~ D

815 mn?~~m5~u~uw~nina1uuiud~ w ~ n i n . r ~ u u ~ u o ~ o ~ ~ ~ ~ n i w d n ~ d ' ~ ~ ~ ~ ~ n ' n ~ ~ ~ u w i u ~ ~

~~a:o~oilirnw~nnouCiio~uuot huKin?agnK11R' rii9nYmsu~uo~lriijII~~~n~niw

4.5) ~ ~ # O ~ ~ ~ ~ T P ~ ~ R ~ I # ~ I ~ Q I ~ I A A ~ U U ~ ~ ~ (Direct Marketing and Direct

4.6) mr 8a~1~1~unisn?1~~611un~sru"n?o1~~n1~d~u (Event Marketing) B d imz ~ i i ~ ~ i w ~ r n ~ d l i ' u 0 ~ ~ i 1 ~ 0 f i ~ ~ ~ 1 ~ 1 i ~ n 1 r ~ a i hi?oriiubu man3 7 d M ~ U ~ f i r n s

l i ~ ~ ~ n u d ~ , u i ~ n ~ ~ i i ~ l ~ ! f l w u ~ ~ o j f i ' ~ u ~ l r i d aozuoa&~~.run J ~ ~ n g i ~ i j ~ ~ u u i q u i n u ~ u

4.7) ~ T ~ R ~ ~ ~ ~ I ~ A P ~ u K I (Exhibitions) ~ ~ i l i ~ f l u n ~ ~ ~ f l a ~ ~ ~ t a w ~ d u f i ~ ~ j u ~ J a w 4- U U U I ~ U ~ U U I P Y ~ ~ ~ ~ U I U ~ ~ ~ ~ ~ I ~ ~ U ~ I ~ U I U W ~ O ~ W ~ R ~ ~ ~ ~ ~ ~ ~ u I s ~ # < Y o ~ ~ ~ ~ ~ M ~ 7 34

d d w A 4 Rliuui~umrn~iawi~flrju idu isa.nudoiu'~oor nnu ldniiwunlua~u ~umiture Fair I A ~

~ I ~ R R P ~ ~ U K I $ P % ~ ~ U L ~ ~ M U ? O ~ B I ~ ~ ~ ~ I

4.8) Cable TV Advertising / Web TV advertising ! U ~ I W L ~ ~ Cable TV 641li

dotd srijm~~mldluvonu'ou id huo~a~um~ueni i GnlJ11 rnsirn~nm~uinl~uni~

nancl~iudo.rful1~517uli~a riil#t~u'ouriui~ content h o d mnld+iminoon iirrii7lnY

c~ntmc u o ~ ~ l u n ~ r ~ ~ a ! ~ i ~ v i i r z i i onun. dii~dun?iuammuo~riumr CNBC m o r a m r

duo:1~1ld~8ui~uuclii~~w'i~:1& urniu n n u s i r ~ i n o y qlin9w'ijn1~~~1'11w~Iu cable TV d 16 nazr i i l ; i r i~u i rnsr~u~f l"~u~nn~ rmi~f~unui$n A m l i rn.nrilcqGuiul.uv~iwniut~~~

ri~trulau~n id~lhsuonr I R I I ~ ~ U U ' ~ D ~ ~ O L ~ B ~ ~ I ' ~ W ~ ~ U I riuiilridoayis.jsu

4.9) flT3 T'UY D I ~ Y U & ~ ~ ~ ~ ' I T ~ ~ ~ M " F I ~ (Internet Advertising) &Rlaud~!~dnd

~ a ~ v ~ ~ A o I # ~ ~ ~ u a u l e l~uiawiz~riisnl.rrinq~iua niani~u'u nn:: Ircilsu w'lliwoum lid

' l u d ~ w n ~ ~ ~ ~ u l ~ d f ~ ~ ~ n u ' ~ d ~ 0 u l ~ n i ~ ~ o a ~ ' 1 t ~ p i . r p l ~ : 1 n ~ ~ ~ 1 ~ 1 n u i ~ m r k ~ ~ u t i i i a

Zqqlxu% ~ ~ u ~ ~ d ~ i % ~ a d r : ~ u ~ u ' ~ u u ' ~ ~ pIiian1s~da~~i"11u~l=:1#5'u mrlwupn8o:b~W a l d r u rr i ~ w r ' n r n u w o ~ i i u n u ~ n ~ ~ 0 ~ u ' ~ ~ 9 ' ~ ~ 1 ~ ~ ~ ~ ~ ~ d n ' o n ? ~ u n ' ~ n m u i ~ n m ~ ~ ~ ~ u o ~ r ' ~ d ~ ~ ~ ~ ~ o : a f ~ ~

tiilreciia1u3 dma1.1~11~nnoli1a1ddi inrhn' ~mzrn~dorns igo:d;o.rd~u~sn~~u A d

~ ~ R ~ ~ ~ ~ ~ ~ ~ " ~ R ~ ~ ~ ~ O ~ ~ U O ~ " ~ ~ ~ ~ X L I ~ O I L ~ ~ Y ' U ~ ' U ~ I Q ~ ~ Z ~ W ~ ~ ~ r~m4ulCiii y6kui9uyn A i rn I ~ ~ I ~ ~ G ~ ~ I T R ~ I R ~ I - ~ ~ ~ ~ ~ B I P I W I bts:Qdu5Tnn ra i~ i lnunudi i inf~o~md~4o

ari~si8ui~1~~:5ac~i d t 9 ~ 1 i u . r u n r i ~ u u o a n ~ ~ a i ~ 1 ~ ~ 1 ~ IMC n'duu&7u~r:rininTwu~9 4 o e P

McDonald's &?;?~m~di&& 4C's I L ~ ~ u ~ ~ ~ o ~ J W ~ I U ( P . ~ ~ m d contact luqnjn 5 3 ~ &

1 ~ u m 5 ~ 1 ~ a n n ~ n ~ n 1 ~ d o n ' i ~ d f l ~ ~ w d o ~ m ~ ~ n ' ~ n ' ~ trend 1~ Life style uosfu3Tnn 6fi1u1rs B d

~ I I X ~ ~ ~ ~ ~ ~ U ~ ~ U ~ ~ U H ~ ' ~ I I B ~ S ? R ~ ~ Z ~ T U n'{u?~nnunoclnua (Gum3 Brand Age I$ 3 Q U I U ~ 10)

dmd lug ~3fh Professor Philip Kotlor ~ ~ ~ ~ ~ ~ d l l l ~ l l ~ n l f f l ~ l ~ T l 1 1 ~ 0 1 & ~ 9 &'lk?uu Cs 4 ~ ' . d~~~u~nrns~mnnliu1~ido~x1194~~nw 4p.s i i i !u i~~nr iuu~un~ <~~UIR~B.I I ;O

S u a ~ r i n r n s m r n ~ n ' s r m o ~ n ~ d ~ ~ n a i ~ ~ w ' ~ ~ ~ ~ ~ ~ w * ~ f l ? ~ n T A U ~ ~ U D ~ I I ~ ~ ~ ~ ~ Y I I ~ U ~ ~ ~ &u

P I % I ~ ~ u ~ (Product) > & h m k 1 1 ~ 1 ~ biB(~1fiij~w1lM'n'fl~n&1'1# (Customer

Solution)

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n Dr-Thanawan Sangsuwan Reviewed and edited by Akarapong Phongsuwan

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- Accountability Y j n ~ ~ n ~ ~ ~ n ~ 9 m 5 ~ n 7 ~ ~ ~ d ~ 1 ~ 1 5 ~ ~ a a ~ ~ ~ ~ a ' ~ ~ ~ ~ $ ;

k ~ u i r m s 8 o m s ~ ~ i o m ~ ~ ~ ~ ~ i 1 ~ 1 ~ ~ ~ ~ ~ ~ ~ ' 6 : ~ ~ 0 ~ 1 ~ u ~ 1 ' ~ 1 ~ ~ ~ ~ ' ~ 1 1 ~ (TWO-way

communications) ra'u m.r website Tnshhrd SMS i d u ~.uvPn~n<u vlndouundnaussg

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23 1 ~ ~ a ~ ( l n l ~ l l ~ 1 1 ~ ( 0 d n l a ~ ~ 1 m 1 ~ 9 n w ~ 9 1 ~ (Marketing Strategy)

~ @ h ~ u M ~ l ~ ~ ~ 4 f i n ~ ~ s " f i 1 ' 5 ~ n 1 m (Marketing strategy) ~ ~ w d 5 r u 2 n 1 6 : 646

29 E. Jerom McCarthy . Basic Marketing. P. 8 15

M Joseph p. GultinanlCordon W. Paul Marketing Management Strategies and Programs. f.

31 Phillip Kotler. Markethg Management. P. 287.

@ t:uu~mr/~n~n~rmm~nua:ni~Qtlniomn~~ Marketing Information Systems and Matkcling Research

@ n ~ ~ ~ ~ ~ i z ~ $ , u a n & a r r n 7 . r n ~ ~ m e 7 w Andying the Marketing Environment

~ I Y ~ ~ Y ~ : C R ~ ~ ~ ~ ~ ~ ~ U A : W ~ ~ ~ ~ ~ U ~ ' U " ~ ~ W Analyzing Organizational Markets and Buyer Behavior

O n~s?w;irhjufr Analyzing Competitors

n n q n ~ n ~ t r n ~ ~ m ~ ~ a g r i i ~ 1 . u d ~ ~ i l ~ ~ ~ Marketing Strategy for New Business

n ~ q n # n i i i 4 3 4 &iilr u ~ e p ~ i i r ~ ~ r r t i o u Marketing Strategy for Market Leader, Challengers, Followers and Nichers

n ~ q n ~ n ~ t ~ ~ t r n i n u i n m ~ 4 n i f ~ u d i ~ h ~ t s l i T ~ ~ ~ n ~ . ~ ] q ? f i ~ Product Portfolio Strateg)'

n n q n d n ~ r n ~ ~ m l u u d ~ : k u ~ ~ u ~ ~ ~ ~ ~ ~ ~ w ~ d w n ' ~ + r Marketing S m g y for Different Stages of the Product Lift Cycle

nmqn8nMmui~li wn'mtll~i Product Development strategy

nmqnH.~uuauuf w f i fiiuutmfituvf ~isn~tcrGwn'ru4 rrroqifh n~nnrqiiurio

~mz01u~nin Product Mi& P d u a line, Product Item, Brand, Packaging and Labtl Smegy

e n~qn#n~rn~imd~uF~1q,f l~u7n~3 Marketing Strategy for Service Firm

@ nayndnlthtwil Pricing Strategy

nwyn8Lilu~fiuissnisn~4wm~m ~ ~ n ~ n ~ ~ n r r ~ ~ o ~ ~ ~ u ~ ~ Marketing Channel and Physical Distribution Strategy

n n q n 8 n ~ r & a ~ i i u d ~ l d 1 ] t : : ~ u n ~ ~ d ~ ~ t ~ ~ n ~ ~ t 9 n ~ m Promotion mix Strategy

(1) nmqnfnir1slm-u~ Advertising Strategy

(2) n~lqn6n?miufwtrI#wGn~~u Personal Selling Strategy

(3) finqnSn~td~rfi5un~fmm~m Sales Promotion Strategy

(4) naqndnirKd?o uri:n?srl~z~?&~wi# Publicity and Public Relation Strategy

1). m 3 ~ l ~ l 3 l ~ f i s n l ~ ~ l 9 n 1 1 ~ ~ 1 6 1 (Analyzing Marketing Opportunities)

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1.1) ~ ~ ~ ~ I ~ ~ R ~ : U U ~ ~ O ~ R W I ~ ~ ~ ~ ~ ~ ~ R ~ I . R ~ ~ ~ ~ ~ ~ ~ ~ I ~ ~ ~ I ~ Q ~ R I R a~ulubic cl d

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~ D r l d J ' 5 ? ~ 5 ? ~ ~ 1 " 1 5 ? o ' ~ f 1 1 5 ~ ~ 1 ~

2). ~ l ~ l ~ f l l l l J ~ ~ 0 ~ ? l ~ ~ l ~ ~ ~ 1 ~ (Design Marketing Strategies)

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main$aqsiial~i'i?uiiu ndido

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d 01 a44 (Product) ~ ~ I U I S ~ R D U ~ U O ~ ~ ~ I U ~ O ~ ~ I ~ V B ~ ~ ~ ~ X I i imndgn~iuouiu i?u&u2ams&1

/ I H ~ I U $ L M U I ~ ~ U ~~n:~mad~~n?um~main~~d~~~wrn"niw

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- damw (Lhannel) - mnsrmsounqu ( w a g e ) - fiiradk (muons) - $U&-MJLU~B (Inventwy) - nrmud~ (Transport) - mrn#oBu#h (Warehowlng)

. nmPu4?tununw (Ust Price)

. huan (Discounts) - hurrarrlq (Allowance) - struxnrnnmhsz~3u (Payment Period)

tdaurdn (-It terms) - uluu7unaynd~7~11

(Price Policy and Strategy)

- nislavrui (Adverblslng) - nim-taI~rrtllwrlslmu

(Personal Selling) - n73da~$5rm?wiu rsun~a1niq

(sales Pmotion) - n7dnlmndWug

(Putdlc relatiom)

m l n ~ o u r r g k ~ d ~ z n ~ h ~ n i ~ m n i w u 0 ~ ~ 3 ~ w ~ ~

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m~biin-diu (Channel of Distribution) L I ~ L ~ ~ ~ R ~ o u ~ ~ u ~ J U ~ ~ (Physical Distribution)

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malw (Marketing plan) 33

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2.1 n i s ~ ~ ~ l r ~ ~ , W b % ~ r n ~ n i ~ m o i ~

3.) % i t l l ] 5 ~ ~ . ) ~ V I l ~ f i l ~ ~ ~ 1 ~

4.) naqnih;nmain

5.) 'Id5 b 1 f l f ~ l f l l ~ G i l ~ 1 ~ 1

6.) dr~rnrumr~uiii~aviw~u

7.) jlm5n7uqu

k i u m r ~ i ~ 1 ~ w u m s m m ~ i ~ i 4 ~ n ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ' ~ 1 ~ 1 1 n ~ f i a ~ n n " l ~ n ~ a 1 4 n ~ 1 ~

W U ~ U ~ ~ J P ~ I ~ ~ I ~ ~ ~ ~ ~ U O ~ O ~ ~ ~ I S S I W ? U ~ I ~ ~ ~ Q ~ L W W ~ I ~ W ~ ~ R ~ ~ n i ~ ~ r n ~ ~ ~ ~ i ~ j ~ ~ ~ ~ i t w ' u f i i ~

(1.22) nis%n~ird SWOT (stre-, Weaknesses, opportunities,

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(3) nny n6m:TJr unru#7~~46df ~n~uvoswn'mn'aw"

(2,2.3) rlni

(2.2.4) nisC~iintiw

2.4 I IU~RGI~ I~ ~ B B I S ~ I ~ ~ ~ I ~ I S ~ ~ ~ O ~ I ~ I ~ (inhgmted Marketing Communintlao: IMC)

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uou~1~37nnti~=q.iGo** (?id qunrah, 2537: 17 1)

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( ~ m d contacts) ~ & ~ n ~ $ u ? ~ n ~ n d ~ d x m l u o r 1 ~ f ~ n t 7 u ~ i i d o : i i 1 ~ ~ n ~ i u f nmu{uma v A . u a v B

i i n r n n u i l i ~ o ~ u + u r n i a n B ~ ~ u n o ~ ~ w q (LA: 7aiuj~0)wi. 2540 : 3)

ndi~Tmus~oYnYji 1MC (Integrated Marketing Communication) $0 nn yngms

unuw na1udmkyuo.r IMC piomrmmm m3

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nmrr ud 1990's l 6~rnr ima y n i h ~ r d ~ 8 ~ 4 n ~ f WIIRILE~Y N ~ ~ U W ~ Y U [Integrated Marketing

Communication (IMC)] (in? 3 4 6 ~ ~ WI, 2540: 4 - 14) ~ 1 1 4 ~ ~ ! o I N Y ~ ~ ~ ~ ~ I ~ ~ u D

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% 4 A K ~ ~ i ~ ? u ' u m r w r n ~ ~ i u u i n ~ w ~ ~ ~ u ~ ~ ~ l ~ ~ ~ ~ n n o u d a r d r ~ ~ n ~ p l ~ v u m ~ % ~ ~ ~ ~ ' ~

3) ~llra~auiji~ailurn~fu$u'o acin#~~idnsds:tnnhuns nn:ln'nulo

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msqsiioddo~mP Y Y

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~ $ f l 5 5 1 ~ J~zaiau (Behaviorist) ~ R U O ~ ~ U ~ ~ ~ I ~ U U I A R E ~ ~ L L Y Y n7'ii154%~ [Value and Am m -

lifestyles (VALS)] id^ 2 d t ~ ~ ~ ~ l l ~ l ~ ~ ~ ~ ? ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ f i ~ 3 1 ~ f YIUAIUUUIU~~RU ?h dl n~~urn~isnlus~r iud~oi~w i iazn~iu~oi ip lu nso n jurinqsn'o~n~nu~oi~w~~

lu yn~amn'?m~~lddar~~a5f~d 21 qn^o5m~~tis~uiiuori~~q~Ipdqn~ & ~ u l i i i

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~iinnnu~~nird~~iw:1+iiu~1Eu ~do~~~r i l i iurnrr~~~a~~uvu y=rur~i1lo1~~uui1a~911nw9

n ~ i u r ~ l l r i r r i ~ r w i 1 9 n ~ ~ ~ n i ~ B o n 1 f (Communication HSO 1C) T ~ u I / ? u ~ I : ~ ~ U ~ ~ I ~ . P ~ A &

a v 2 J (Other marketing mix H?O 3p's) u ~ ~ ~ : ~ Q u ~ ~ J o ~ ~ ~ ( ~ ~ w Q ' ~ M ~ ~ I ~ I I ~ ~ v u

r ~ n m w 4 ~ ~ & u ~ 1 u 1 r a o ~ ~ 1 ~ n ' ~ ~ ~ 1 ~ 1 8 u w ' ~ 8 " ~ ~ ~ - i ~ ~ ~ " 1 ' i ~ ~ ~ ~ d ~ ~ 1 ~ f i ~ d ~ u i d U X

~ S E ~ U ~ I ~ ~ I S P ~ ~ I B B U XIR.IU

1, wiililn-erd (pmd~ct) ~iififi~1Si ~ ~ U ~ . J ~ ~ ~ ( ~ U ~ I I U I I ~ ~ ~ ~ ~ ~ ~ ~ ~ Q ~ D Q ~ % ' I ~ ~ ~ I P J

u ~ n d w m ~ r n r u r i ~ (Competitive differentiation) r m r ~ ~ d ~ d o f i i ~ 1 # ~ n f i 1 1 ~ ~ ~ ~ 1 6 1 (Value) k

u o ~ a b r i o l k u imnE~~qRnrrun~rao

2. 51Rl (Price) n71f ~ d ~ # o f i ~ ~ m u ~ ~ n ~ ? u ~ u n ~ ~ ~ n ~ ~ ~ ~ n d i ~ ~ u (Value added) dl

1 ~ ~ ~ u i r o ~ ~ r i n i ~ m B ~ n ~ ~ ~ r 0 ~ 4 ' ~ i t n : i h u o ~ w & r i p l d ~ ~ ~ n ~ ~ ? ~ o n 6 n m i 7 u ~ l ~ i n ' i o

i l l i l ~ ~ QG"#I&$ A , Y J d ~ d ~ ~ q f f o s ~ m n ~ ~ v ~ u ' u ~ o ~ a ~ u ~ ~ a ~ i i ~ q a ~ ~ t ~ u (create value

added) l#nuunu?ulA ~7rnulro~il~~i;muim k 9 n m t ~ 9 1 ~ u o n o i n d ~ " w ~ n t d a ~ ~ ~ w ~

r n s o i o ~ A ~ u ~ j i ~ ~ ~ i u ~ i n ~ 9 G n i a u

3. n ~ r k imu'iu (Place) ~ U ~ I U $ D ~ ~ J ~ ~ ~ T ~ R ( I M ~ I U (Place) ~ I I ~ ~ R P ~ O ~ F J ~ ( I ~ O E

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1. IMC ifjunsu?un?s (Process) 2 . ~11ufi15daa7~idan7~q~t~ (Persuasive communication) d ~ ~ n ~ ~ u a ~ u ~ u u u j ? u ~ u 3. i~un~ru~un~~tus:uro77 (~ong nm) ua:do~da\1 (continuity) 4. i i l ~ ~ u - ~ u u ad IMC (Integrated Marketing Communication) ~z~2iuvrq~ n s d 6 DM

( W r e behavior) 5. ~iiu~n~~rnrdomr~ni!tl2i~ (All sources of brand contact)

IMC ~ ~ n o ~ ~ n ~ ~ i d b u u ~ i d ' ~ ~ ~ ~ ~ fp131nfi

i l a p u i r o d n r d ~ . r ~ ~~1msdo~1sn1.inmm~~flflm~113~0~ (Integrated Marketing d

Communication) nio IMC 1 ~ 3 ~ l l $ 6 ~ ' i i ~ 0 ~ 1 d n ~ 1 4 ~ 3 7 9 ~ 1 1 n ~ ~ 1 ~ ~ w n d 1 n ' ~ k d ~ a 0 1 n ~ ~ ~ n ~ ~ u

m s u ? ~ n n v o ~ ~ u ? ~ n n ~ n ~ ' ~ t d d u u ~ ~ d n ~ ~ d ~ ~ n ~ ~ " ~ $dmsd#uuruda~6~nrha iiimo7n 2 il ob ncinffo i f rbmc#~um.r~d~~ut idn~n1~~1~51'n~01~'d5~~ln~~7~99 (Demographics) LIP:

4 d m Y o b h u i ~ i n u ~ (Psychographics) ~ ~ I U I ~ ~ U U L I J R ~ ~ ~ ~ ~ U ~ & C R I O W I I ~ % ~ ~ I W ~ U Q ~ ~ O n15

ui1~61u~cidaubijo~ u n ~ ~ o o ' u ~ ~ n d i ~ ~ ~ n ~ ~ a d 0 n 1 ' 1 ~ ~ ~ n n ' ~ 0 ~ a u ~ ~ ~ n ~ ~ ~ 1 ~ ~ ~ ~ ~ ~ 1 1 ~

n ~ ~ u z h ~ ~ r i u l u ~ a ~ ~ o ~ ~ f u ~ ~ u ~ n n i ~ ~ i f i ~ ~ ~ ' u 7 l n n o ~ ~ u l o l u d o ~ ~ 1 ~ ~ 1 ~ 1 n l u l a " u l ~ r ~ ~ uin

2. mrric~niumruiu (Sale Promotion) p ~ d u u ~ ~ m ~ d ~ ~ n ? u n ~ ~ ~ ~ ~ 8 n * ~

r n u i s n n r ~ ~ u ' u l n ' ~ ~ ~ n 1 ~ ~ 0 1 ~ o t i i ~ ~ a w 1 ~ a ~ ~ i m r p i c ~ ~ i u m r u ~ u ~ ~ u ~ ~ ~ ~ i ~ l ~ ~ ~ u ~ l i ' ~ ~

~ ~ T ~ ~ ~ I ~ % ~ ~ ~ U ~ ~ M ~ ~ O ~ U I ~ Q I Q ~ ~ = : W U ~ ' Q ~ I W W O ~ ' U O ~ ~ U $ ~ ~ ~ ~

v e; 3. n1.ids~~ie4uw'ui (Public Relation) fllf ~ T ~ ' ~ ~ I ~ ~ ~ ' u ~ ~ ~ ~ ~ M P ~ w u Q W U I ~ l l i

Y 4 4 - d Y L U ~ W ~ ~ ~ ~ ~ I ~ ~ ~ W ~ ' ~ M ~ ~ ' B ~ O D ~ ~ ~ U ~ ~ W P I ' ~ Y ~ ~ ' V Q ~ O ~ ~ ' ~ ~ M ~ ~ ~ M X ~ ~ ~ W 4. ~ ~ V ~ U ~ R U W ~ ~ ~ I U V ~ U (Personal selling) L S U ~ ~ L ~ U B G O ~ ~ W I U ~ D ~ ~ P ~ ~ IFiu

i ; p ~ d s : n & w " n n i ~ ~ ~ ~ i ~ ~ ~

5 . mrranimu~unm ( ~ i r c c t marketing) L I U ~ T ~ ~ ~ S ~ R ~ R ~ ~ Q ~ ~ ' U O Z ~ X R ~ ~ U ~ ~ ~ ~ r w d e r n'uaoqdunnuu %4~fll€I4u'8lJo9 Direct marketing $6~ Direct sale Telemarketing H ~ Q

kl~n~:$d lT Direct 8 ~ 8 ~ Direct marketing ? ~ % ~ i n l l ~ : W ~ d Dinct response Advertising

1. Outside - in, not inside - out planning ~ ~ ~ I ~ ~ ~ W U O ~ ~ B ~ ~ ( ~ ~ U O ~ ~ ~ ~ R S I ~ I U W O ~ ~

9Jd 9 i~u~4~co.r?iuiuoa6"'nr idu gnXi ynoyu 'lild ~~umsmio(tiwuoinm~$~~mi~ii~ r$?lnnkin;ln'~

a Y oth.rlh M3€?RD~n"RBil4ifU i 1 w f l : ~ ~ ~ ~ ~ n 7 5 ? 1 4 i L f l ~ i I ~ l ~ l inside-out n ~ n r n l ? l a u w u u o ~

IMC O E & D ~ ~ ~ Y ~ ~ n ~ ( i i ~ d ~ i u d ~ s ~ ~ ~ i h J I I J I ~ T L ~ Q ' L I I U ~ I T ~ I ~ L ~ H U

2. Horizontal not vertical u n i t r l ~ ~ d l ; l ~ 0 ~ d l ~ l ~ i t ~ ~ ~ ~ ~ ~ ~ ~ # ~ ~ ~ 9 tfl.hfiQ~n15 Y

d t d . 4 ~ I A ~ ~ ~ L ~ ~ ~ ~ ~ ~ I ~ ' W ~ ; I ~ ~ ~ ~ I ~ ' U I I ~ ~ ~ M ' ~ I ~ ~ U ~ I ~ ~ ~ ~ ~ I . ~ ~ " O J ~ U ~ Q U I ~ L ~ I l i i ? ~ ~ ~ f i ~ ~ f I l 5

J~ZYI~YUW'U~ 1il i?u'i~wuon~~winiwo~n~7fi i~ olniuiriiriimrriaia~p1niswio ;oriik9uiu7 nud ~ a n g n b i o ~ o ~ i o . m ~ i w f ~ ~ ~ u w ~ ~ ~ ~ ~ ~ u ~ u

3. Effective behavior segmentationnl~%!l IMC IY hio(L111zd segment ~ I L ~ O I A ~ P ~ U

segment 8&J.l~Wl5 re - positioning h i A

4. Focus on behavior not attitude or awareness O ~ ~ ~ ~ ~ ? I U ~ ~ ~ ~ ~ P ~ ~ ~ B Q P T ~ ~ ~ ~ F ~ U * J

{uXnn adIin;rR"nId#nlnci ,,,,, iattiwd, a"rt9um~uf11uu anw

5 . Brand contact not media efficiencies ~ P J ' U ~ B U L ~ ~ ~ " I % ~ ~ ~ ~ U I O : ~ " W ~ ~ ' U ~ d d n~iu{un'ilurn514#~ ibu m ~ i a CPM TARP GRP dub i m i I o m u . a o ~ l l i l X n a 1 1 ~ ~ 1 ~ ~ 1 ~

B i3o.r cost efficiency A ~ B Z R U I Q brand contact h ~ l n f f t ~ ~ ~ l ~ ~ ? ~ ~ ~~IUL:BPVDP"I~ I#~ W$B

~nfo~uuuwu'ndiu ~ n i u i . s o n s 4 ~ n i s o n ~ i 0 ~ p l " n ~ ~ ~ 1 ~ ~ 0 i 1 ~ ~

6. Changing mental networks, not just getting advertising m 5d l;€I.l i h i?Il

~d$uus:uu~nr~ah~uost~~o 1iliitimsLd~uuli~un~ivii~u

7. Mafketing communications continuum m ~ 8 ~ m ~ n 1 ~ ~ l m m i ~ ~ p r i i ~ d w ~ ~ p 1 ~ i h

%oiaa~d1"ler'n~at~#ums9

8. Zero based message delivery IMC O L A ~ U ~ ~ ' ~ ~ I ~ Y I ( ~ I U ~ U ~ ~ ~ ~ ~ ~ I U ~ ~ (zero

based) R I T Y ~ I I W U IMC ~ ~ 4 ~ ~ i l 1 1 ~ ~ l f i l ~ l d 5 ' f ] d ~ 9 d980~lifiUm5~ii~~uALU1~R"1Mfi~ ild

m ~ d i o ~ ~ ~ a i i ~ n r n u n i ~ d n ~ ~ f l i ~ m ~ i m (marketing situation) j i i i ~ % u (competitors) U I ~ A&#?

~ ~ ~ A ~ ~ u d l ~ u a u G ~ o ~ x i X ~ ~ ~ ~ w ~ ~ i ~ ~ : ~ ~ ~ ~ ~ a ~ u ~ s u ~ ~ a I t o ~ i n ~ 1 u n ~ i i l u n i i ~ ~ ' u ~ d i 1 4 1 ~

TWYW L W T ~ E H T I U I R ~ ~ P ~ U ~ ~ I ~ ~ J ~ I U ~ B ~ V B Q ~ I I ~ ~ ~ L I F I ? I U ~ ~ R R ~ W ~ J ~ ~ (creative th&g)

A a , . I 1 4 d

9, Accountability ioqd~'.~fiuwa!$ L ~ ~ o ~ u o ~ ~ v I ~ M u I ~ u I ~ ~ # o ~ I ~ ' I w ' L J ~ I ibmtY(l1

d d a ~~Z~$U!&$RIQU~'D Direct Marketing L ~ U ~ 5 B ~ ~ ~ U d ~ ~ ~ 4 ~ ~ ~ l ~ ~ 1 ~ ~ ~ ~ ~ ~ ~ " n ~ d ~ ~ L ~ l d ~ 'II4

a ~ u ~ ~ o m ~ = o ~ o u ~ ~ ~ ~ n o ~ ~ p J ~ u i . s i ~ ~ ~ 100 QIYU ~~U~UUI~IU~WIS~~IS L S U ~ U uwa;~ d 4 u d ~ o ~ o u r o z 1 i ~ ~ o i 1 m s 1 r l l 1 ~ ~ 0 ~ ~ 0 ~ a ~ ~ ~ a ~ w ' 9 0 ~ ~ ~ ~ ~ ~ ~ ~ d ~ ~ ~ ~ 1 8 ' b l 1 ~ 1 ~ 0 ~ 7 ~ ~ 9 ~ wiyn

d 4 1 mf o~rioio~ti~~u'uldw'aun"~ ri.ridudinri~?usc nr .mu $. Inn W31 "Alone is the best but

together is better7736 oin~u8dirnr nht ~ ~ I X I L ~ ~ I O L ~ U ~ ~ " I J ~ U R I (product) ~ I I ~ U D ~ ~ J

~~plnd~s&iurnwiYn'nvo; (Image differentiation) Ikii na1u4nbi mzri~c~uiduih n?~udu

8 ~ ~ 1 3 ~ W3111 1 1 ~ ~ f l l 9 # 2 ~ w % $ (Product differentiation) ~9 w #M 6 ~ ~ 8 ~ n l 7 6 ~ l ~ 0 f l

iw'o9lnu1-nu m~.rtiun?~ub~rnruo~~u?Tnn~'

di~%~q5n'arnw u u n ~ n u n 1 ~ ~ i ~ ~ d ~ ~ ~ ~ f l n 1 w ~ ~ d 6 1 ~ 1 . a " u ~ i (Brand personality) a d 4

u .r w dn

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Sunmu 7 Aiu o13 ~u?rn . io~~n~ i ta :nu~n~pd~d~na ibu yniinrnwuoq@~liufi ynnn d dl y a

I ~ H R ~ ~ I ~ ~ ~ ~ ~ ~ ~ R R . ~ ~ w u u H ~ w s ~ ~ I ~ u u u M ~ ~ ~ w E ~ M ~ ~ ~ ~ u ~ u P ~ € ~ O A O U ~ I % ~ U R # D ~ ~ O ~ (Pro00 4 1 a d tw"oariuny ul8~Ylgunu1~'tlon~ ~ ~ u l ~ i n ~ n n a ~ o s d i j n a i p ~ i n a i ~ ~ ~ I U ~ ~ O I I ~ ~ L ~ U ~ U B O J ~ ' I I

u 4 4 d cr d 4

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h l & t l ~ d I ~ U ~ U ~ Q ~ I A ~ u ~ ? ~ ~ s o P ~ T ~ I ~ ~ u P I Q ~ Q . ~ ~ ~ ~ (Endonemeno d4IMdl&zL~U

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~ f l u i i o n r ~ a r n s d o ~ i r o t i i ~ ~ ~ ~ i ~ w ~ u thud msdomsmr nmm (Marketing co-unicati~n) e w ~t~~t~~~dli¶JIJ9Jo4filf ~ o ~ I T ~ $ P ~ % I n'u#~wiouf ms ~hiinli1u3uK1 thuf~vonrod

u i h u?ihhi?lmuTslu~n ninwlin~~uu~u drri~?mr 8~oiood9u2duo.rtYqjsr'n~~ mw

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~ W " o l ~ ~ s " Y i ~ ~ ~ i ~ w ~ ~ ~ ~ u ~ ~ t u ~ m ~ ~ ~ i o ~ n i ~ ~ ~

36 - umumr Brand Age. ~n~sd~fi1~1W1amrn~~n'1ni.~* 2, (ICU jUd 8, $1 10.

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A 4 ~ o n m d r : n o u n ~ r l u u ~ n ~ a ~ ~ ~ m ' ~ n ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ' ~ ~ n ~ u ~ n ~ ~ ~ , ?Ii! I, a h ; 1. w1.5 2.

sad mimAI ~~klsuiio. (25 14). n ~ ~ ~ i i o m ~ ~ n ~ ~ t l n ~ m . n f i ~ 22.

2.5 1 i ~ f d a ~ ~ f l l 5 ~ ~ ~ 1 ~ 1 (Advertising)

Iwuw (Advertising) nu1ub.r ' ' n c i d i l s ~ n o ~ r h ~ ~ u o 4 n a ~ u a u n i ~ ~ ; 1 ~ l 1 ~ LWTI:

rnsda:u1uliuK1n'fou3n~~l~~~~iuaux~~n 1~udbo.ruonnd1~ln'~s'u'~3n1'in519~~~~~~$;1

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qnnnddun j u ~ d ~ n l n u n ~ ~ ~ l i ~ u a n " u ~ u ~ ~ ~ ~ ~ ~ u ? n ~ ~ ~ ~ ~ ~ ~ u a $ ~ ~ ~ ~ ~ ~ a d u 9 Tauihuo~nlo

&diiuA (sponsor) ~ I ~ U ~ G D ~ ~ ~ Y ~ ~ U { I L I ~ E U ~ ~ I I ~ ~ ~ ~ ~ ~ R L w u R u L o P u P ~ ~ ~ ~ u G u ~ W " ~ ~ ~ ~ ~ i i o n ~ ~ a ~ p l u p n ~ ~ o 1 ~ ~ 8 u ' 8 ~ a i ~ 1 ~ t ~ u n ? r d ~ ~ $ ~ n ~ 1 ~ 1 ~ d w " ~ p i ~ ' b ~ u w 5 9 (ii~r.rilnF: Cniin,

2542: 8)

Twvw (Advertising) &I ~ ~ ~ w u L L w ~ # B ~ ~ ~ ~ u ~ ~ ~ ' ~ I ~ w x ~ w ~ B ' L ] ? ~ ~ ~ ~ nfon?w;n

~ ~ ; u I R ~ l ~ ~ ~ f i n ~ ~ ~ ~ ~ a 1 1 ~ I R U ~ ~ ~ O ~ ~ I ~ T S I Y O ~ O ~ ~ O ~ ~ ~ U G U I ~ L ~ ~ ~ ~ ' ~ W M ~ I ~ I T ~ ' U Y W

2 (Advertising) LfluZ~LtuuvaqmT~RiodBalT~au!ctani W?Q L U O ~ U O ~ ~ Q ~ I ~ ~ d ~ i ~ d ~ n n n

do~ik i~?rnr i$u~i iuo~in~ wii~~riolw' n3~u7rnl a1nfqd6uA 18u~Jituuuo.rmr 3 u 4 ~~p io#o f i~ s l~uao l?rn nio ~ ~ n n u o ~ i n t j u i i h n u ~ u ~ ~

39 Courtland L. Bovee, John V. Thill, George P.Dovel, Mrtrian Burk W d , Advertising

Excellence. (New York: McGraw-Hill Inc., 1995), P. 4.

4u Chris Fill, Marketing Communieatiom. (Wihhire: Prentice Hall 1995), P. 6.

1lu?n'~mqm3f .rr~al (Advertising Concept) $~~3;?um3 ~ I W U R ~ H ~ ~ I . ~ ~ H ~ ~ ~ A

~ I ~ I ~ ~ L ~ ~ ~ ~ ~ \ ~ R ~ I ~ O ~ ~ ~ ~ ~ ~ ~ P U M ~ ~ ~ I D ~ ~ J ~ " ' I ] ~ I W U ~ I U ~ I M ~ I S ~ ~ d u mrnf i d o l 1 7 d d

L ~ U ~ O R $ I L L I ~ L L A R ~ S U O U ? Y I U R ~ ~ $ U ~ ~ ~mUimRa~rnm WLinzI~lfziw ww~wd~n-h j I ~ w i 8

1 ~ o l f i ~ ~ 3 l n n i u ' i l o ~ ~ l d ~ 0 ~ ~ ~ ~ 0 ~ d u ~ i i d u n ' u ~ n u ~ ~ l d l j n u ' u ~ 1 1 4 u ' o n ~ ~ ~ 1 ~ ~ ~ dn'cq~n3iu

nulo ~ i n ~ u ' . r u o n i ~ ~ u v m ~ w ' ~ ~ n i ~ ~ X ~ ~ X ~ i ~ ~ ~ ~ ~ ~ ~ ~ n a ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ l tlnrm

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3. 1~um~ndnrnsi6u~n'uo+Pl"nr wn'~riolw' nto uims (TO CO-mication

about Organization Product of Service)

4. ~ ~ ~ d ~ u ~ % k ~ ~ ~ i (Identify Sponsor) ~ l n u & ~ ~ I ~ ~ E ~ ~ € I W D ~ H % I ~ ' U W "

nio o.rin'n.rduilmd W~FMI IU~U~ IU IPU~~ I

e w A rn~lwupn (Advertising) a ~ u u i ~ u d ~ u n u t 1 u a 9 ~ d 5 z n o ~ 1 ' ~ o ~ n ~ ~ ~ ~ ~ ' ; o d ~ n i ~

41 Melvin L. DeFleur, and Evcm E.Dennis, UndemGndhg Mass Communication (New Jersey:

Houghton miffin company, 19961, p. 564.

i i d i ~ ~ ~ o ~ i u d w i i c ~ tniu inriipru' iny iiplvmr ~ l j 4 ~ o ~ u W d ~ ~ R ~ R L ~ E I Y m59 iln:Odul 2 A *

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msluuon ~ s i i n ~ i u i i i ~ u d o ~ 8 0 ~ ~ ~ ~ ~ 1 ~ ~ 1 f ~ 1 ku8o

f l % ~ ¶ J 3 ~ f l 7 % 1 ~ w a 1

~ S B U - J U ~ I ~ T Y U D L I i S u n 5 z U ~ u n i x d ~ ; ~ ~ M o R n a i u ~ n s i n ~ n n n n d q 1 d ~ ~ ~ n

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~ w v e n h o l u " l 5 ~ t T (Encode) ~ ~ ~ d ~ ~ ¶ J ~ $ ~ i i n t i O j 1414 ~dmw ~4ou'plfl.nu iw"o~#qiua-lsi

i~iiun'~~~nruimr~ufi-d1$~?1nrn (Consumer) ~ u r n s u ~ s o t ~ i ~ o ~ n u o z ~ d s (Media) ~ i - i d i d ~~u.dorni.rmsri'om~oin~~w~ildk~uilnn 1 ~ n ; ~ u o ~ . i l s l n n l n " ~ u ~ ~ ~ ~ o ~ ~ 1 4 u ~ m 1 & p a

d plw $~?lnnoruJnsn'nri~rinr&bon?~uT~~~~d1 (Decode) ~ ~ ~ R s ~ ~ ~ ~ ~ E ~ ~ ~ L ~ D I # ~ ~ P R ~ ? I U L ~ I ~ ~

nr ~ r n i u d ~ l u t r w $ ~ 9 n ~ ~

84runqu (Noise)

nl?mBYWua4 (Feedback)

4 d a n i ~

(Source) '2

(Encode) (Message) (Media) (Decode)

~ ~ U Y E I W ~ T

(Consumer)

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1 i n z i d o d i u d d u u n ~ i u ~ d n ' ~ ~ ~ ~ ~ 1 ? ' % n n ~ ~ ~ o ~ ~ ~ i 1 ~ a ~ ~ 3 1 i n g d s ~ o . r h o a l . r r ~ ~ ~ i Y Y - Eduuud n'o ~ i ~ n u o b o Q n u o ~ ? ? u X i ~ 3 ~ ~ ~ n i ~ ~ u P w d ~ ~ p 1 n ~ i ~ ~Aon~:{u~n~u%~nn

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(Comparative advertising) T ~ u ~ T ~ Y P ~ ~ I ~ T I u D u ~ u ~ ~ u X I L ~ ? U U ~ ~ U Y ~ Y ~ I ~ ~ ~ ~A~InYiuj~nm d e

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43 Gary Armstrong, Philip Kotler, (2003). Marketing: An Introduction. p. 479-480.

~ ~ u n ~ ~ u r i n n ~ i ~ ~ ~ a ~ ~ ~ ~ n ~ ~ ~ w ~ u ~ o d o ~ ~ u n ' u 4

3. ~uvoniwornsiil~ou (Remind advertising) ISUTIIY O ~ ~ I M ~ I I ~ U ~ I L I ~ I Z

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~ u ~ i o ~ M " i S X ~ ~ ~ n ~ ~ % ~ ~ ~ ~ f i i ~ I w i r " u ~

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u i n n i i n ~ n o i o o ~ r ? u ~ ~ ~ ~ f i ~ ~ Q u ~ muuiiw

3 r:u:ffaul#adIun?iun~dd~ (Reminder Stage) ~ : U ~ Z Z U K ~ ~ R U ~ C ~ U I ~ I L X ~ A I ~ Z ~u'y3lnn;jumutiuriu~i3~.rnaTuz~uuuipi'1 ~du-lldrn~oun?uns~~~~i~$u miulsrvon

$o wio I ~ ~ ~ D J M I ~ I U ~ I S X I

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Tw~ondu~doli~-rf id~~d~s"wa~iui ~ o t t ~ h ? & 3 h n o u n'n

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na'i2n"o

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BrandAge Magazine

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brand equity. Upper Saddle River, NJ : Prentice-Hail

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Hall, Inc.

Bovee, Courtland L., Thill, John V., Dovel, George P. and Wood, Marian Bwk. (1995).

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New Jersey: Houghton mifin company.

Armstrong, Gary and Kotlor, Philip, (2003). Marketinp An Introduction. kedition.

New Jersey: Prentice Hal. DPU

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