The presidents of the Marketing Association of Thailand, the Thailand Marketing Research Society, the Advertising Association of Thailand, the Thai Direct Selling Association and the Public Relations Society of Thailand agreed on the issue yesterday despite the current lack of details of the government's economic management policies.

Public Relations Society of Thailand president Chaiwath Sitachitta said Thais had a certain level of confidence in the new government, while foreigners are waiting for a clearer picture of how it will manage the economy.

The political uncertainly that began late last year has seriously affected the advertising and consumer products businesses, he said.

Marketers lost confidence in creating new business activities, including making new investments and launching new products, and advertising budgets tended to be the first company expenses that were cut, said Advertising Association of Thailand president Chaipranin Visudhipol.

He estimated the industry would grow by only 3 per cent to 4 per cent this year, down from 18 per cent in 2004 and 5 per cent last year. Advertising people need to gather new know-how, in terms of strategy and creativity, he said.

Marketing Association of Thailand president Somboon Prasitjutrakul said people had been spending carefully on consumer products and those items that are not really necessary for daily life have suffered from the loss in purchasing power. He estimated his industry would grow by 5 per cent this year.

However, the marketing research and direct-selling businesses have benefited from the negative economic factors.

Thai Direct Selling Association president Nalinee Paiboon said her industry had gained a large numberof independent sales representatives because people have been seeking additional "sideline" jobs to generate more income.

She estimated that the direct selling industry would grow by 10 per cent to 15 per cent this year.

Thailand Marketing Research Society president Daranee Charoen-Rajapark said her industry had benefited because corporate marketers have been unsure of which plan to implement, which direction to go and how to maximise value for their money.

Thailand has also developed very good potential to become a regional centre for marketing research, with opportunities to work with clients in many Asian countries.

She estimated that her industry would grow by 5 per cent to 10 per cent this year.

Chaiwath said the public relations industry had a bright future, as long as its practitioners make serious studies of consumer behaviour in order to develop the best strategies for their customers.

Nitida Asawanipont

The Nation