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effectively and efficiently, we need to adapt the plan to suit the situation. Also, a control plan by
making assessment and evaluation of each project is required for future improvement.
From the study of this research, the Development of A Communications Strategy to
impart Classic Thai Popular Music in the “Preserving the Thai Language through Music” project, 6
stragties is concluded as follows:
1.
Push Strategy – This is an offensive strategy that requires media planning and various
activities to reach youth target.
2.
Pull Strategy – This triggers the target group to have the interest to join the activities or to be
part of this continuous program.
3.
Participation Strategy – A communications strategy to create the need of participation. It
requires various activities for the target group and concened parties taking participation to
have the awareness, understand, interact and have good relation to unite as a group.
4.
Media Relationship – This intends to create a relationship with media so they can help
dispersing the news. Actitivities are required to get notice from the media and create good
relationship with them, especially those media from education, music and culture sections.
5.
Integrated Marketing Communications Strategy – This marketing strategy will utilize
integrated marketing communications tools to crate brand awreness and brand image among
the target group.
6.
Networking Strategy – A network strategy is required to gain support from each others.