Message design in integrated marketing communication of a leading real estate company in Thailand

dc.contributor.advisorAsawin Nedpogaeoth
dc.contributor.authorAcharee Meksirith
dc.descriptionThesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2022th
dc.description.abstractThe study entitled, “Message Design in Integrated Marketing Communication of a Leading Real Estate Company in Thailand,” is qualitative and quantitative research, analyzed by Jean Baudrillard’s concept of consumption logic, Pierre Bourdieu’s concept of semiology and taste, and the concept of integrated marketing communication (IMC) as the research conceptual framework. A quantitative content analysis of the message appearing in the IMC tools of a leading real estate company was conducted in combination with an in-depth interview and documentary research. From the study, it is found that the meanings created by the producer or a leading real estate company accord with those perceived by consumers. Thus, it shows the congruence between the encoded and decoded logic of consumption. Furthermore, it is found that “houses” from the classification as “necessity goods,” or one of the four requisites responding to human basic needs, become a high-value commodity, classified as “luxury goods” with sign value to signify consumers’ distinguished identities rather than commodities of use value only. Accordingly, the message created by the real estate company induces a set of meanings for consumers to express what their houses mean to them. Another distinctive variable is "taste," which determines consumers' selection and purchase of types of housing commodities. According to Baudrillard's concept, the consumption of sign power is caused by oversupply production; thus, people in society are driven towards sign value via their consumption. As a result, it turns their consumption to be endless sign consumption. Therefore, houses or housing commodities are classified as luxury goods once symbolic meanings are encoded and then houses can be sold with sign value. Nevertheless, due to market conditions during the economic slowdown, the power of sign created by real estate companies cannot be operated fully. Sales of signs confront some restrictions under certain circumstances. Besides, from analyzing the real estate marketing situation with the negative impact on the purchase of or investment in real estate, the demand, and supply of housing tend to be decreased whereas the power of sign cannot facilitate marketing mechanisms to the fullest. Under a situation that yields negative impacts and causes economic crisis or during the economic deceleration, the real estate business in Thailand needs to be cautious and fostered until the economy of such business will be
dc.format.extent255 leavesth
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subjectMarketing communicationth
dc.subjectThe logic of consumptionth
dc.subjectConsumption of signsth
dc.subject.otherCommunication in marketingth
dc.subject.otherReal estate business -- Marketingth
dc.titleMessage design in integrated marketing communication of a leading real estate company in Thailandth
dc.typetext--thesis--doctoral thesisth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth Graduate School of Communication Arts and Management Innovationth Arts and Innovationth Institute of Development Administrationth of Philosophyth
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