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Published on April 22, 2008

The Nation

The company created 19 television advertisement campaigns during the period, up from seven in the same period last year.

Its accumulated budget for the 19 ads was Bt41.5 million while its 7 television ads last year drew Bt12.4 million, according to, Spa deputy managing director Wasadome Rassamitat.

He said the entire industry tended to have a more upbeat outlook than it did last year, when the country experienced poor economic trends.

Many advertisers delayed their decision to spend on advertisements until the first quarter, which could be seen from the actions of its clients.

He also pointed out five trends of advertisements for this year: hard sell, animation, emotional, comedy and creative ads.

Hard-sell ads feature clear images of products and information about them.

These ads, which require low budgets, will form a strong trend throughout this year as many advertisers still don't want to spend heavily although they share a positive outlook for the future.

Animation ads use computer graphics, which will also see a strong trend.

The development of computer graphic technology and the capability of local animators to match their standards with global players will boost this trend.

Emotional ads focus on beautiful pictures with emotional music to create moods.

Comedy ads continue to be strong, because most local consumers enjoy being entertained.

Ad agencies try to create this type of ads using more original ideas.

Creative-idea ads focus on the strengths of the products and services to make them distinct from other ads.

To tap opportunities in the ad industry and adapting to the five ad trends, Spa Ad plans to upgrade its work by using a "new generation" team through training and sending staff to study at various institutes here and abroad.

It has also developed new working tools, such as Spa Engage, which links client services and its creative departments.

Its Spa Connect research tracks changes in consumer behaviour and brand preferences.