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The Use of Integrated Marketing Communications as a Tool
in Artists Image Creation of True Fantasia Co, Ltd.
*

Natthakit Tamma

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E-Mail: pingtantan@hotmail.com

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Abstract
The purposes of this research were 1) to study Integrated Marketing Communications (IMC) as a
Tool in Artists Image Creation of True Fantasia Co, Ltd. 2) to study the Artists Image Creation. And 3) to
study efficiency of the use of IMC in the Artists Image Creation. The sample groups of this research were
True Fantasias executives, operation staff and fan club. In-depth interviewing is the qualitative research
technique for this research. The summary and interpretation from descriptive data were used in data
analysis.
The research findings were as follow;
1) True Fantasia Co, Ltd. has used famous management planning for artist by using IMC as a tool;
The Public Relations Special events and Viral marketing. By using the technique of public relations
through social media to promote the artists into the mainstream.
2) True Fantasia Co, Ltd. has planned for the Artists Image Creation by using realism and dressing
up methods.
3) The efficiency of public relations via online social media is quickness and expenses saving. In
additions, the artist can give comments and reactions with fan club.
Keywords: Integrated Marketing Communications, Image Creation. True Fantasia

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Viral marketing
(2547)
1. [Public Relations (PR)]

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2. (Event Marketing)

Pickton and Broderick (2001)

"above the line" and "below-the-line"
Above-the-line

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(Viral Marketing)

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 True Academy Fantasia. 2556. [online]. True Academy Fantasia. Available: http://af.truelife.com.
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. 2556. [online]. True Academy Fantasia. Available: http://th.wikipedia.org.
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Pickton, D. and Broderick, A. 2001. Integrated Marketing Commumications, Financial Times/Prentice Hall:
Harlow.
Positioning Magazine. 2551. [online]. AF. Available: http://www.positioningmag.com.
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