BEHAVIOR IN INTERGRATED MARKETING COMMUNICATION EXPOSURE THROUGH MEDIA EXPOSURE AFFECTING STUDENTS ‘DECISION TO STUDY IN THE NORTH BANGKOK UNIVERSITY

Abstract

The research titled “BEHAVIOR IN INTERGRATED MARKETING COMMUNICATION EXPOSURE THROUGH MEDIA EXPOSURE AFFECTING STUDENTS ‘DECISION TO STUDY IN THE NORTH BANGKOK UNIVERSITY” This research studies the subjects’ demographic background from population, to study the level of the behavior admittance of integrated marketing communication that affect to student’s decision in order to register as a student’s at North Bangkok University and to study the behavior admittance of student that affect to students’ decision.

The population of this research consists of 400 students the researcher use Taro Yamane theory to conduct the research by defining the reliability equal 95 %.

The results show that almost student of North Bangkok University is Female and fall at that the range of age at 18 – 23 years old.

The participant is undergraduate and the participants in is come 5,000 – 10,000 Bath per month.

Almost participants live in Bangkok and Pathumtani. The result shows that the admittance of communication, the level of admittance regarding the communication patterns through the media is good. Ragarding to the student’s decision about the pattern of media is found that personal communication is the high level, specific communication and social media however, the result still shows that the mass communication is the lowest pattern of this research.