The effectiveness of "Move to AIS" advertising campaign

Abstract

This research aims to study service usage behavior, media exposure, attitude and behavioral intention toward “Move to AIS” advertising campaign. A methodology is survey research by using a questionnaire among 300 customers who are not AIS’ customers but have seen the advertisement. Results reveal that most respondents are female, 24-35 years old, earn bachelor's degrees, work for private sector companies and have average monthly incomes between 10,001–30,000 baht. Respondents have become TrueMove H and DTAC’s customers for 6-10 years. Most customers have experienced moving to another telephone network because of the poor service. Interesting promotion is a reason for using current telephone networks. The findings show that customers exposing on traditional media (Billboards on tollways) is higher than online media. Most samples have overall positive attitude toward “Move to AIS” advertising campaign and have strong behavioral intention. Furthermore, the overall traditional and online media exposures are positively significant and correlate with the overall attitude toward the advertising campaign. Additionally, the results indicate that customers’ attitude is also positively significant and correlate with “Move to AIS” advertising campaign.