Advertising is taking a new direction, focused on brand image and corporate social responsibility (CSR) alongside product sales, say ad executives.
The proof was there in more than 900 entries at the industry's Adman Awards and Symposium 2013.
Earlier ads had separated product sales from brand- and image-building, but today all these elements are combined to strengthen the message.
The changing ad format is driven by consumers interested in brand value and CSR, said On-Usa Lamliengpol, president of the Advertising Association of Thailand (AAT).
There is now only a slight difference between brands or products in each category. Product owners must compete by increasing brand value.
The biggest challenge is how to create brand loyalty to build sustainable growth, said Mrs On-Usa.
Ads will continue to rely on presenters to drive short-term sales. The risk comes when different brands are using the same presenters, confusing consumers.
Suban Khow, chairman of the judging panel for Adman, said the changing trend is reflected by entries in the local and global ad contests, as well as by new category prizes for marketing activation and public relations (PR).
For marketing interaction between consumers and brands, getting consumers to understand the brand better and accept it as part of their lives is achieved through communications technology.
Digital PR is also gaining importance, due to the popularity of "Like" and sharing activity on social media. This tool is effective in reaching target groups.
At any rate, traditional media like TV and print will continue to be influential channels to reach mass consumers, with significant improvements in technical production and smooth integration with online advertising campaigns.
The Adman Awards and Symposium 2013 has a total of 956 entries, up 12% from last year.