OMD rolls out Optimum Impression in Thailand

<p>Optimum Media Direction (OMD) has rolled out Optimum Impression in </p><p>Thailand to provide advertisers with their first comprehensive </p><p>evaluation of Thai print media. </p><p><BR><BR> </p><p>OMD managing director Martin Dufty said the study would offer tangible </p><p>benefits to its clients, by helping them manage print advertising </p><p>expenditures in a more effective manner. </p><p><BR><BR> </p><p>He mentioned ad position and size as two of the studies most surprising </p><p>results. </p><p><BR><BR> </p><p>"Buyers think the difference between left and right side rates seems </p><p>high," he said. </p><p><BR><BR> </p><p>"But here (in Thailand) there is not a significant level of difference </p><p>between respondents noting left or right side ads, which leads one to </p><p>believe that it is not worth paying a premium for right hand ads." </p><p><BR><BR> </p><p>When asked on the impact of position, size and colour in advertisements, </p><p>respondents gave an equal 67 per cent weight to either side in </p><p>newspapers, while right side ads in magazines had a slight advantage (73 </p><p>per cent) over left side ads (67 per cent). </p><p><BR><BR> </p><p>Newspaper ad size also had minimal impact. Respondents noted full page </p><p>ads 82 per cent of the time, compared to 72 per cent for half page </p><p>ads. </p><p><BR><BR> </p><p>Ad size mattered more in magazines, where 77 per cent said they noticed </p><p>double page advertisement compared to 59 per cent who noted strip </p><p>ads. </p><p><BR><BR> </p><p>Black and white newspaper ads were noted by 65 per cent, similar to 72 </p><p>per cent that noted colour. The impact in magazines was higher, where </p><p>colour recognition was 72 per cent compared to 49 per cent for black and </p><p>white. </p><p><BR><BR> </p><p>OMD general manager Wilai Somdungjate said the study reinforced the </p><p>perception that Thai print media remained an effective advertising </p><p>tool. </p><p><BR><BR> </p><p>"The print media and press remains strong in Thailand. </p><p><BR><BR> </p><p>"We still see the print media as a potent source for brand building and </p><p>reaching a target market." </p><p><BR><BR> </p><p>Business newspapers Than Settakij and Prachachart Turakij had the </p><p>highest editorial integrity among respondents, receiving scores of 85 </p><p>per cent and 81 per cent respectively. </p><p><BR><BR> </p><p>The two English-language dailies, The Nation and the Bangkok Post, </p><p>received an equal news credibility score of 80 per cent from </p><p>respondents. </p><p><BR><BR> </p><p>The survey interviewed 1,010 respondents face to face in Bangkok, Khon </p><p>Kaen and Chiang Mai. The respondents were between 15-49 years old and </p><p>the newspaper titles covered were Thai Rath, Daily News, Khao Sod, </p><p>Bangkok Post and The Nation. Magazine titles covered were Dichan, Kwan </p><p>Ruen, Dara Phappayon and TV Pool. </p><p><BR><BR> </p><p>The survey was conducted by international research agency ACNielsen. </p><p><BR><BR> </p><p>Mr Dufty said the company will next launch Web Direction in Thailand, an </p><p>online media planning software system designed to maximise value on the </p><p>Internet. </p><p><BR><BR> </p>