DONG NAI UNIVERSITY
ECONOMICS DEPARTMENT
GROUP'S PRESENTATION:
ENGLISH IN BUSINESS ADMINISTRATION
TOPIC: ADVERTISING
Instructors
: Th.S Nguyễn Bích Quyên
Class
: QTKD B – K9
Implementation group : Group 2
Group member
: 1/ Nguyễn Công Bằng
2/ Nguyễn Trần Ngọc Diễm
3/ Bùi Trung Hiếu
4/ Mai Thị Yến Nhi
5/ Hoàng Phương Nhi
6/ Trần Ngọc Thuỷ Tiên
7/ Trần Thị Thảo Vi
8/ Nguyễn Thị Mỹ Uyên
Dong Nai, Month 11/2022
ADVERTISING
A. What exactly is advertising?
I.
Define
1. Advertising, according to the dictionary of market economics, is the practice of
giving a broad introduction to many individuals with the intention of gaining lots of
clients.
2. Commercial advertising (Commercial Law 2005) is a trade promotion strategy used
by businesses to present their goods and services to clients, in accordance with the
rules of commercial law.
 Advertising is a message conveyed to users through text or visual images/videos, to
promote a specific product, service or campaign. Businesses can pay the owner of a
channel or platform to have the ability to reach a similar audience to spread a good
advertising message. Two of the biggest challenges in advertising are measuring the
value of an ad and making sure it reaches and works with the right target audience.
II.
Differentiate between advertising and marketing
MARKETING
-
Main
activities
Subject
-
ADVERTISING
Concentrates on establishing a
- Focuses on influencing
brand’s value and product positioning, consumer
ensuring that the company connects persuading
buying
behaviour,
customers
with the right target market.
purchase a product or service.
All customer objects.
Customers are able to pay for
to
products and services.
Marketing is the research process that determines customer needs in the market
including consumer behaviour, market research, segmentation and positioning, and
sales management.
1
-
Advertising is an activity to promote and introduce products Focusing on the
media and communication aspect
B. The role of advertising
1. For businesses
-
Advertising is an effective tool for trade promotion.
-
Companies can quickly introduce information, convey messages to customers
(to attract attention, earn profits, increase sales.)
-
In addition, advertising is an effective tool to support sales and reduce
distribution costs for companies, as well as support for product, pricing and
distribution strategies.
2. For Distributors:
-
Advertising will now act as a level 2 advertising channel, helping distributors
promote products or the entire store.
-
From there, it is easy to entice consumers to buy products and establish a good
relationship between distributors and customers.
-
At the same time reduce selling costs
3. For consumers:
-
Advertising brings a lot of information about goods, products, and services.
Provide choices, decisions when using that service or goods.
-
Help them know the brand, price and place to buy and sell products...
-
Consumers can discover new products through advertising channels without
going to the store
-
Advertising also helps consumers raise awareness about products and services
circulating in the market
4. For society:
-
Support media development for businesses
2
-
Create jobs for hundreds, even thousands of professions in society, including
content creators, designers, actors, photographers, screenwriters, etc.
-
Propagating to the public for information on new policies or direct public
opinion
-
Contributing to creating a beautiful life, helping society become better
C. Popular types of advertising today are commonly used
1. Brand advertising:
This type of advertising works to build and connect relationships between businesses
and customers. Through advertising, businesses will develop brand image. With this
type of advertising, the content will usually not be too complicated, simply
emphasizing the products and services of the business.
EX:
2. Online advertising
This is a form of advertising through the Internet platform with means such as SEM,
email, social networks, etc. Thanks to this type, businesses can convey messages and
introduce products, services, ... to consumers.
EX:
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Advertising through Facebook platform/Youtube app
3. Local advertising:
-
Is a business that will send information related to products and services
currently available at the point of sale to persuade customers to come to their store.
-
This type will usually be applied to the opening or advertising of the
supermarket.
EX:
4. Political advertising:
Often applied in political debates. Thanks to the media, advertising will influence the
target audience.
EX:
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5. Directory advertising:
-
To teach customers how to buy a product or service from a business.
-
This type is quite simple but also highly effective for businesses.
EX:
6. Direct response advertising:
Currently, many businesses apply direct response advertising. Through that,
businesses will take advantage to respond to customers on any channel
EX: TV, newspapers, email, social networks, etc.
D. Online advertising channels
1.
Advertising on Google Ads
-
Google Ads is Google's online advertising program. Through Google Ads, you
can create online ads to reach exactly the people who are interested in the products and
services you offer.
-
Google Ads is a paid advertising service based on user clicks. From the user's
search keywords, Google will distribute relevant ads to customers.
EX: You deal in "watches". You must set a bid for your ad to show each time a user
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searches for a keyword. Example keyword: “Casio watch”
Search results will yield 1-3 ads at
the top of the article. These ads will
be marked with “Ad” next to the
page URL to distinguish them from
other organic results.
2.
Advertising for brands through social networks/wifi Marketing/influencers
● Social Media Marketing
-
Is a form of marketing activities on the internet through the use of social
networking channels for the purpose of branding and promoting products or
services.
EX: You will know the quality of user comments, the number of viewers and
visitors to your social networking application, to widen your social network
awareness most clearly, comments good or bad about your social network.
● Wifi Marketing
Is a method of advertising through consumers' access to public Wi-Fi networks.
Accordingly, when consumers request access to Wifi, they will have to meet the
provider's login process in order to log in successfully.
EX: You are at a small supermarket and want to access Wifi. You click on the Wifi
name and enter the password. Next, you will be redirected to a separate advertising
page, in which the supermarket encourages you to like the fanpage. After like, the
button “Connect and access” appears and you just need to click to login successfully.
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● Influencer person
Is a form of influencer advertising. That is, businesses will find the right Influencers
for their brands, so that they can promote their products to users in the most natural
way.
EX: Especially in recent years, e-commerce businesses have successfully leveraged
Influencer advertising in the fierce market share race. Shopee, Tiki or Lazada are all
very competitive in the explosive war in recent years.
3.
Advertising via email marketing:
Advertising via email marketing is to use email to develop a relationship with a
prospect or customer with an appropriate flow of marketing communications.
Through sharing useful information and deepening relationships, you can
convert leads into customers and drive sales.
EX: about An invoice emailed by GOOGLE PLAY
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This is a transactional email. These emails are sent to the customer's inbox when
the two parties have made a purchase, sale, payment transaction... with each other.
The content of these emails instructs the customer to purchase a product/service
or complete or confirm the transaction made with the sender: purchase order, return
confirmation, order status, receipt electronic or email.
4.
Advertising via electronic newspapers:
-
Advertising via electronic newspapers is an advertising trend chosen by many
brands in recent years.
-
This is a way to help businesses increase brand awareness on online newspapers
or online magazines, because these are information channels with a large number of
visitors.
-
Usually, brands will use electronic newspapers to deploy PR articles to attract
customers' attention.
EX: you read an article on a website, in addition to the main news content, there is also
information about the product. Those products appear when we read the main news.
❖ Advantages Online advertising:
-
Easily reach potential customers
-
High ability to interact with customers, increase sales quickly
-
Management, monitoring and tracking are simpler and easier.
-
Very diverse in tools used
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❖ Disadvantages Online advertising:
-
Online advertising time is quite short, making it difficult for businesses to go deep
into the minds of the recipients.
-
In many cases this method is not effective because it is omitted or because it is too
long, the reader, the viewer only read the outline.
-
If there are errors in image quality, color compared to reality, the brand image will
definitely not be positioned in the hearts of consumers.
Customers easily lose trust because many ads are posted sloppily, dishonestly…
-
E. OFFLINE ADVERTISING
- Offline advertising was born before the advent of digital technology (online
advertising).
- Offline advertising is a form of advertising products, services, brands, images,
sounds, messages of brands and businesses that they want to reach their users
customers effectively. results and create the strongest impression.
I.
Out of home Advertising
-
(OOH) is a form of advertising that can be found outside of a consumer’s home.
 Types of OOH advertising examples:
-
Billboard: Appears on national highways, the way to the airport, major streets,
crowded intersections.
-
Street Furniture: bus shelters, gas stations, banners,…
-
Advertising on means of transport: bus, taxi, train,…
-
Road show advertising: This is a common form of communication used for new
product launch events to increase brand recognition.
II.
-
TV Advertising
A television advertisement is a span of television programming produced and
paid for by an organization. It conveys a message promoting, and aiming to market, a
product or service.
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-
Most television ads are either 30 or 60 seconds in duration, long enough to give
the viewers pertinent information or create a specific opinion of the product or service.
-
Television commercials are generally placed at strategic breaks during the main
programming and the few minutes until the end of the next hour. Accessible to most
audiences, of all ages and classes.
 Current forms of television advertising
-
Television Commercial (Ex: advertising O Mo)
-
Advertising with Logo
-
Run text, panel while playing programs.
III. Advertising Through Events, charity
Is an activity to organize programs and charity activities to promote product brands and
create positive impressions for customers.
-
Events .
The premiere event of the movie "Bo gia" on March 4 in HCM City , gathering famous
actors to attract the audience's curiosity. Focus on conveying the meaningful messages
of the film at the event, creating excitement and empathy with viewers to convince
them to come to the theater.
-
Charity
Vinamilk donated 10 billion and contributed 1 million glasses of milk to support and
care for children in difficult circumstances, affected by the covid-19.
 Advantages and disadvantages of offline advertising
Advantages:
-
Reach out to many potential customers, especially those who don't use them
often
-
Building trust with sustainable and long-term customers
Disadvantages:
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- Difficult to track the effectiveness or evaluate the advertising campaign
happening
- Difficult to get feedback from customers
- In terms of cost, it will obviously be more expensive with Online advertising
F. Booming
I.
What is Boom?
Booming can be considered as a cheap form of advertising and brand PR with high
coverage.
Boom is to promote brand and project communication by affirming outstanding
advantages to attract investors and buyers to live in, and at the same time promoting
communication for opening and selling activities and exploiting project potentials.
II. Booming will help businesses
-
Spread the brand at a low cost on hundreds of major forums.
-
Reaching a large customer base from forum channels, boosting revenue.
-
Promote the brand quickly and strongly in a short time
-
Support SEO optimization, increase rankings on search engines.
-
Protect the brand, prevent competitors from stealing and using the company's
brand accounts for bad purposes.
III. Mixed opinions about Boom
In addition to the explosive advertising strategies that attract the attention of
consumers, there are some controversial ads that receive mixed opinions.
Some controversial ads in Vietnam:
+ The advertisement of Dien May Xanh used to make Vietnamese viewers talk for
a long time. Some people find it funny and lovely, but there are also people who
think these clips are useless and bullshit.
+ Advertisement showing off the body of "Vua nệm". On the Cat Linh - Ha Dong
railway line, the Vua nệm fanpage posted an article with pictures of young men
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wearing Santa Claus costumes showing off their bodies. Received many angry
ants, opposed by offensive advertising.
ADVERTISEMENTS (BIG/FAMOUS/SUCCESSFUL) IN THE WORLD
COCA COLA
Type of advertising: Print ads
In 2011, when the mode of human communication began to change. External meetings
recede to give way to communication and connecting with you on social media
(Facebook, Twitter, Myspace…). On the other hand, the soft drink (soft drink) industry
has never been competitive. Carbonated drinks do not receive much attention from
young Australians.
Understanding that, in the summer of 2011, a big campaign was born with the name:
“Share a Coke” – “Share Coke” with the goal of increasing sales and stirring up the
world of young people. age, causing them to “talk more about Coca Cola, then
consume more”
Coke bottles with their own names printed on the bottles are appearing throughout
Australia, allowing customers to find bottles with their own names on them, take
pictures and send them to Coca-Cola for a chance to appear on our TVC. this brand.
This sparks the first conversations on social media. The main social network channel is
Facebook. The campaign exceeded expectations with the participation of millions of
Australians.
Starting from Australia and quickly spreading to 123 countries, Share A Coke quickly
"beats" the hearts of many young people around the world. In Vietnam, the “Share a
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coke” campaign started on June 9, 2014 and resonated greatly. Coca-Cola bottles
printed with usernames have become a craze, becoming the most shared phenomenon
on social networks.
Result:

Coke consumption increased by 7%, making 2011 the most successful summer
ever.

The effect of attracting media (earned media) received during the campaign was
18 million views on social media channels.

Most importantly, the campaign changed young Australian consumers' attitudes
about the brand, creating a positive impression on Coca Cola.

The campaign "Give Coca Cola, connect friends" in the summer of 2014 in
Vietnam has achieved desirable results: According to Buzz Metrics, a provider
of measurement tools on discussion topics on social networks. At the meeting,
“Share a coke” helped the Coca-Cola brand account for most of the discussion
topics in Vietnam in June and early July.
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NIKE: “DREAM CRAZIER”
Type of advertising: Brand advertising through influencers, social networks
To celebrate the 30th anniversary of “Just do it”, Nike launched “Dream Crazier” to
reaffirm its support for women for “doing what they like with confidence”, even if it's
called “crazy”. The campaign is geared towards communication and promotion
activities on social networks. This ad was born to increase brand awareness and brand
love.
A 90-second social video was released to convey the inspiring message "It's only
crazy until you do it. Just do it."
The video celebrates the efforts of female athletes to break down social barriers to
do what they love. They participate in "men-only" sports. Overcoming the prejudices
imposed by society such as “weak”, “delusional” and “crazy”, they burn themselves to
rise up and win admirable achievements in their careers.
Dream crazier premiered during the Oscars and quickly went viral and covered the
entirety of social networks such as Facebook, Twitter, Instagram and YouTube. In just
one day, the ad garnered more than 6 million views on YouTube and more than 28
million on Twitter. As soon as it was launched, a series of major US newspapers
reported on this promotional video. The total number of brand mentions also
increased. After the release of the Dream crazier ad, the image of the "Nike" in
question became very active.
Successful:
-
Nike posted a 10% increase in first-quarter 2019 revenue, equivalent to $9.4
billion
-
Nike's brand value increased by 14%, equivalent to $8.9 billion after Dream
Crazier was launched.
-
Nike's online sales grew by 31%, surpassing the sales record following the success
of the Dream Crazy campaign in 2018.
-
With inspiring advertising, Nike successfully attracts the love of consumers, while
increasing brand value.
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APPLE: 1984
Referring to Apple, we immediately think of trendy iPhones, high-end Macbooks or
portable iPads that can work like a normal computer. One of the key factors for Apple
to succeed today is ADVERTISING. So how did they advertise?
In 1984, when the whole United States used a simple computer with a black screen,
not very user-friendly commands, IBM was a giant in the computer industry. Personal
computers were something very foreign, less than 9% of American households have a
personal computer.
On the other hand, the 80s were the period when a series of new digital devices
appeared. They had changed American culture and influenced daily life. Under that
storm, many people wondered if personal computers were ubiquitous, how they could
make an impact. And it's time for Apple's product — a tiny ant in the industry — to
shine. However, Apple must change consumers' minds about a “personal computer”.
They must help people see the importance and potential of a personal computer in
everyday life.
To do that, Apple launched a truly “personal” computer product - the Macintosh. It
was simply a combination of using a computer mouse and a graphical user interface,
but that was a big difference at the time.
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And that was the message expressed in Apple's “1984”: “ALWAYS RUN FAST,
STEP OUT OF RESTRAINT, DARE TO CHANGE YOUR MIND AND PROMOTE
CREATIVITY”
The ad features a female track and field athlete appearing, running at full speed
forward with a hammer in her hand. She used all her strength, turned 1 round and
threw the hammer at the screen in front of her. The screen shattered, followed by the
words: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see
why 1984 won’t be like “1984”...
Thanks to “1984”, by May 1984, Apple had sold 70,000 computers. The profit is
equivalent to about $427 million at today’s exchange rate. “1984” was noted as one of
the most successful commercials of all time.
After 38 years, "1984" is still the most successful ad of the era, and Apple is still a
symbol of those who dare to innovate, dare to rebel with the legendary "Think
Different" message. That gives them a large number of loyal customers around the
world and generates billions of dollars in profits every year.
1984 Apple's Macintosh Commercial (HD)
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