MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

ADVERTISING MANAGEMENT
CODE: 2511702072503
Class: CLC_22DMC03
12 DIRECT ACTION ADVERTISING TACTICS
Full Names of Team Members
1. Trần Thị Thúy Hằng
ID: 2221001575
2. Phạm Thị Khánh Linh
ID: 2221001631
3. Nguyễn Quang Minh
ID: 2221001654
4. Hà Trọng Nghĩa
ID: 2221001690
5. Trần Bảo Ngọc
ID: 2221001699
Ho Chi Minh City – 2025
ACKNOWLEDGEMENT
We would like to express our heartfelt thanks to Ms. Nga – Lecturer at the Faculty
of Marketing, who has guided us throughout the process of completing this group
project. Thanks to your diligent and enthusiastic guidance, we have been able to
complete this marketing audit report in the most thorough and accurate manner.
We are deeply grateful for the valuable knowledge and support you has provided
during the effective classes, which has greatly helped our group in finalizing this
presentation. However, with our limited knowledge, there may still be some
shortcomings. Therefore, we would greatly appreciate any feedback from Ms. Nga to
help us improve these areas.
Finally, we wish Ms. Nga good health, happiness, and success in your teaching
career.
Thank you very much!
- Group 2-
WORK ASSIGNMENT TABLE
No.
Name
Student ID
Status
1
Trần Thị Thúy Hằng
2221001575
100%
2
Phạm Thị Khánh Linh
2221001631
100%
3
Nguyễn Quang Minh
2221001654
100%
4
Hà Trọng Nghĩa
2221001690
100%
5
Trần Bảo Ngọc
2221001699
100%
TABLE OF PICTURTE
Picture 1.1: Some illustrative images for urgency...........................................................3
Picture 2.1: Some illustrative images for Scarcity ..........................................................5
Picture 3.1: Attractive Discounts for Customers on Shopping ........................................6
Picture 3.2: Free Shipping and Discounted Shipping Program for Customers ...............6
Picture 3.3: Example of Purchase with Additional Rewards...........................................7
Picture 3.4: Referral Reward Program ............................................................................7
Picture 4.1: Apple Watch: "Real Stories" storytelling .....................................................8
Picture 5.1: LET’S NIVEA IT - NIVEA .........................................................................9
Picture 5.2: Ad that use quality images to explaining product's features .....................10
Picture 5.3: Ad with a features section ..........................................................................10
Picture 5.4: JOHNSON'S 24-hour moisture for healthy feeling skin ........................... 11
Picture 6.1: Live Selling Streams ..................................................................................12
Picture 6.2: Shoppable Video ........................................................................................12
Picture 8.1: Free Trial Tactic .........................................................................................15
Picture 9.1: Highland Coffee Menu...............................................................................16
Picture 10.1: A review from English course attendant of IELTS Fighter ......................17
Picture 10.2: Example of Social Proof ..........................................................................17
Picture 12.1: Interstitial ads illustration.........................................................................19
TABLE OF CONTENT
ACKNOWLEDGEMENT ............................................................................................. i
Urgency ....................................................................................................................... 1
Scarcity ....................................................................................................................... 3
Offer-focused tactics:................................................................................................. 6
3.1. Incentive-Focused Strategies ................................................................................6
3.2. Common forms of incentives include: .................................................................6
Embrace storytelling: ................................................................................................ 7
4.1. Forms of Embrace Storytelling ............................................................................8
Highlight the product features: ................................................................................ 9
Shoppertainment ..................................................................................................... 11
6.1. Applications of Shoppertainment ....................................................................... 11
Fear of Marketing .................................................................................................... 13
7.1. Characteristics: ...................................................................................................13
Free trials of a product or service .......................................................................... 14
Upselling: Upgrading Products/Services ............................................................... 15
9.1. Definition: ...........................................................................................................15
9.2. Objectives of Upselling: .....................................................................................15
9.3. Example: .............................................................................................................15
Testimonial & Social Proofestimonial & Social Proof........................................ 16
10.1. Illustrative Examples ........................................................................................16
10.1.1. Testimonial ................................................................................................ 16
10.1.2. Social Proof ............................................................................................... 17
Write engaging headlines ...................................................................................... 18
Interstitial ads ........................................................................................................ 18
Influencer/ Expert Endorsements ........................................................................ 19
What is direct action advertising?
Direct action advertising is a marketing strategy that aims to prompt immediate action
from audiences, such as making a purchase, signing up for a free trial, or making a
reservation.
This type of marketing is measurable, accountable, and highly targeted. It taps into what
Nobel Prize laureate Daniel Kahneman called System 1 thinking—the fast, intuitive,
and emotional part of our brain. Direct action ads trigger quick, spontaneous reactions
to get consumers to act impulsively before their more analytical System 2 thinking can
take over.
The CTA (Call to Action) is the direct action part—it’s the ‘what now’ that guides the
customer on how to take advantage of the offer. Use sharp, benefit-focused language
tailored to speak directly to the customer’s needs or desires.
Here are 12 Direct Action Advertising tactics that prompts immediate action from
audiences:


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Urgency
Scarcity
Offer – focused tactics
Embrace Storytelling
Highlight the product features
Gamify Ad
Fear Marketing
Free trial
Upselling
Testinominal
Write engaging headline
Interstitial Ads
Influencer Endorsements
URGENCY
Definition: Urgency is a powerful component of the sales process designed to push
potential buyers to take action immediately or faster than they originally intended. It
creates a sense of scarcity, fear of missing out (FOMO), and emotional arousal that can
help overcome procrastination, indifference, or skepticism. Marketers typically create
urgency through devices such as countdown timers, stock availability warnings, and
limited-time offers.
Urgency is one of the most important elements in copywriting as it targets the
psychological fear of missing out (FOMO), which motivates customers to make faster
decisions. This is particularly effective in e-commerce, where customers are drawn to
limited-time deals or exclusive offers. A study by ConversionXL shows that creating
urgency can boost conversion rates by up to 332%, highlighting how customers are more
likely to act when they feel a need to seize a specific opportunity immediately.
How to Create Urgency in Advertising:

Use time-sensitive words and phrases: Phrases like "Limited time offer," "Ends
today," or "Only for 24 hours!" trigger a sense of immediacy.

Offer incentives and bonuses: Add rewards for quick action, such as "Order
now and get free shipping" or "Get a 10% discount if you purchase today."

Use social proof and competition: Highlight the demand for a product by
showing real-time customer activity, e.g., "X customers bought this today" or
"Hurry, only 5 items left!"

Use clear and strong calls to action (CTAs): Phrases like "Buy now," "Shop
today," or "Claim your discount before it’s gone" can push customers to act
quickly.

Other considerations: Visual elements such as countdown timers, bold fonts,
and contrasting colors can further enhance urgency in the ad design.
Application in Specific Cases: Urgency is particularly effective in various scenarios
where immediate action is desired. Here are a few examples:

E-commerce Sales: When promoting limited-time sales or flash deals, using
countdown timers and low stock alerts can lead to higher conversions.

Event Registrations: Early-bird discounts or limited-seating events often use
urgency to encourage attendees to register quickly.
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
Holiday Promotions: Seasonal promotions, such as Black Friday or Christmas
sales, benefit from urgency as customers are aware of the short-lived nature of
these deals.
Examples:

Countdown Timers: “Sale ends in … hours!”

Price Increase Warnings: “Prices go up tomorrow!” displayed on product pages.

Low Stock Alerts: “These are selling fast!” in the shopping cart.

Time-Limited Discount: “50% off for the next 24 hours!”

Limited Quantity: “Only 10 products left, act fast!”

Exclusive Offer: “Exclusive deal for the first 100 customers, don’t miss out!”
Most of example pictures:
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Picture 1.1: Some illustrative images for urgency
Source: Compiled by the authors
SCARCITY
Understanding the Scarcity Principle: The scarcity principle is a fundamental
marketing concept that increases the perceived value of a product or service by limiting
its availability. This principle leverages the fear of missing out (FOMO) and the human
desire to possess something rare or exclusive. When customers sense that a product is
scarce, they are more inclined to act quickly to secure it, fearing that the opportunity
will disappear if they wait.
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Definition and Explanation of Scarcity: Scarcity refers to the limited availability of a
product or service, which businesses create through tactics such as limited quantities,
time-sensitive offers, or exclusive access. The scarcity principle is rooted in the idea that
people value rare things more highly and are motivated to take immediate action when
they perceive that they might lose their freedom of choice. This can prompt faster
purchase decisions, increasing sales and engagement.
Creating Perceived Scarcity: Businesses can strategically use perceived scarcity in
their marketing by employing several techniques:

Limiting Quantities: By offering a limited number of products, businesses
create urgency and exclusivity. For example, releasing a limited-edition item,
such as sneakers or collectibles, can generate excitement and prompt quick
purchases due to the fear of missing out.

Creating Time-Sensitive Offers: Flash sales or limited-time discounts
encourage customers to act quickly. A countdown timer for a 24-hour sale can
intensify the sense of urgency, prompting customers to make a decision
immediately.

Offering Exclusive Access: Membership-only deals, early access to new
products, or VIP access to limited releases make customers feel they are part of
an exclusive group. This enhances the perceived value of the product or service
and increases demand.

Application in Specific Cases:
E-Commerce and Online Retail: Scarcity tactics work well in e-commerce where
customers are used to shopping quickly and often compare options. For example, a
website could show “Only 5 items left in stock!” next to a popular product, pushing
consumers to purchase immediately.
Product Launches: Limited-edition releases of products, such as tech gadgets or
fashion items, create scarcity by restricting availability. For example, a limited edition
smartphone launch with a small initial batch can generate a lot of buzz and high demand.
Flash Sales and Event Promotions: Short-duration sales, like flash sales for holiday
promotions (e.g., Black Friday), are perfect scenarios for applying scarcity. A
countdown timer combined with “Only available for 12 hours!” creates a sense of
urgency and the fear of losing out on a significant deal.

Examples of Scarcity in Action:
Limited Quantities:
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
“Only 100 pairs of these exclusive sneakers are available, grab yours before
they’re gone!”

"Hurry, just 5 items left in stock!"
Time-Sensitive Offers:

“Flash sale! 50% off for the next 6 hours only.”

“Special discount ends tonight at midnight—don’t miss out!”
Exclusive Access:

"Exclusive pre-order available for members only."
Picture 2.1: Some illustrative images for Scarcity
Source: Compiled by the authors
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OFFER-FOCUSED TACTICS:
3.1. Incentive-Focused Strategies
Incentive-focused strategies are powerful marketing approaches aimed at attracting
customers and encouraging purchases through appealing promotional offers. The
primary objectives of these strategies are to increase sales, enhance customer loyalty,
and expand the customer base. By offering incentives such as discounts, free shipping,
bundled gifts, and referral rewards, businesses create a sense of urgency and provide
added value that motivates customers to make immediate purchases. These strategies
foster long-term relationships by rewarding repeat business and reaching new
customers, ultimately driving both immediate revenue and sustained brand loyalty.
3.2. Common forms of incentives include:

Discounts: An attractive discount rate for customers when making a purchase.
Picture 3.1: Attractive Discounts for Customers on Shopping

Free Shipping: Eliminate shipping costs, increasing the likelihood of online
purchases.
Picture 3.2: Free Shipping and Discounted Shipping Program for Customers
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
Bundled Gifts: Add extra value to products and encourage customers to buy
more.
Picture 3.3: Example of Purchase with Additional Rewards

Referral Reward Programs: Encourage existing customers to refer friends or
family, thereby expanding the customer base.
Picture 3.4: Referral Reward Program
EMBRACE STORYTELLING:
Embrace storytelling is a strategy that uses narratives to transform dry information into
emotionally rich, accessible, and engaging content. By sharing personal or real-life
stories related to a product or service, this approach helps establish a deeper connection
between the brand and its customers.
The goal of embrace storytelling is to create an emotional connection with customers
through relatable stories, making the brand feel approachable and trustworthy.
Additionally, this strategy enhances persuasion by demonstrating the value of products
or services through real-life scenarios, helping customers clearly recognize their
benefits. Furthermore, storytelling fosters customer loyalty by emphasizing that the
brand not only sells products but also understands and supports its customers. Finally, it
encourages action by inspiring and motivating customers to make purchasing decisions
or support the brand.
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4.1. Forms of Embrace Storytelling
Testimonial:
Share authentic feedback from customers, focusing on how the product or service has
transformed their lives or solved specific problems. This approach builds trust through
real, relatable experiences.
Video Storytelling:
Create dynamic videos illustrating the customer journey, from facing challenges to
achieving success with the help of the product or service. Videos may include direct
testimonials or reenactments based on real-life scenarios.
Social Media Stories:
Use platforms like Instagram, Facebook, or TikTok to share short, engaging narratives.
Incorporate visuals such as photos or videos to capture attention and evoke immediate
emotions, making the stories more relatable to the online audience.
For example:
Picture 4.1: Apple Watch: "Real Stories" storytelling
An example of storytelling that readers can explore is the case of the Apple brand. The
Apple Watch, a smart and innovative tool, was spotlighted in the "Real Stories"
campaign, where the brand aimed to showcase its intelligence and convenience through
real-life stories experienced by actual users. The campaign's most striking feature was
its focus on unexpected disasters that could occur in life, tapping into a universal fear.
Apple positioned its product as a lifeline, a tool that could pull people back from the
brink of death in moments of crisis. Apple’s storytelling approach touched on the innate
fears within individuals, successfully persuading customers of the product's essential
value.
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HIGHLIGHT THE PRODUCT FEATURES:
People resonate more with what they stand to gain. Rather than listing the features of
your product, emphasize the benefits. Shift from “Our hotel rooms include free WiFi” to “Enjoy the convenience of staying in touch with complimentary Wi-Fi.”
Emphasizing key features when discussing the product ensures that customers
understand the most attractive characteristics of the item. Here are several steps you can
take to accentuate product features on a website, product description or advertisement:
Craft compelling content – blog posts, info graphics, videos – that showcases your
product's value through relatable characters who face real problems. Show how your
product becomes the hero, helping them overcome challenges and achieve their goals.
Talking about the purpose of the features and their functions helps customers envision
how they may use the product as part of their daily life.
Picture 5.1: LET’S NIVEA IT - NIVEA
Use quality images: Many people are visual learners, making images a highly effective
method for explaining a product's features. Incorporate images into your promotional
materials to highlight the appearance of a product and demonstrate how each feature
looks on the real product
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Picture 5.2: Ad that use quality images to explaining product's features
Create a features section: When writing about a product on a website or newspaper,
add a separate section that lists the features in a clear, scannable way. Including a
bulleted list of specifications and features that are separate from the product description
can make the page more readable and provide consumers with a quick, convenient
method to find facts about the product
Picture 5.3: Ad with a features section
Value Proposition Statements: Develop a clear, concise statement that summarizes
your product's unique benefits and its impact on the customer's life.
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Picture 5.4: JOHNSON'S 24-hour moisture for healthy feeling skin
SHOPPERTAINMENT
Shoppertainment, a fusion of "shopping" and "entertainment," is defined by the Oxford
Dictionary (1990) as "the provision of entertainment or leisure facilities in or alongside
a retail store or shopping mall, as part of an advertising and marketing strategy designed
to attract customers and stimulate sales."
By blending shopping with entertainment, shoppertainment creates engaging,
interactive experiences that encourage immediate purchase decisions. Key elements
like livestreaming, video content, and gamification play crucial roles in capturing
attention, forging emotional connections, building trust, and driving conversions.
6.1. Applications of Shoppertainment
Live Selling Streams: This highly effective approach seamlessly integrates sales with
interactive entertainment, allowing customers to view products in real-time, engage with
sellers, and experience heightened shopping emotions, leading to rapid purchasing
decisions. The social interaction fosters a sense of community and encourages repeat
purchases.
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Picture 6.1: Live Selling Streams
Shoppable Video: These short videos, often integrated into e-commerce websites, offer
a dynamic way to showcase products, features, and usage through ads. With easily
accessible product links, they simplify the purchase journey and enhance the online
shopping experience.
Picture 6.2: Shoppable Video
Gamification: By incorporating game mechanics into marketing strategies, brands create
interactive experiences that captivate audiences, foster engagement, and drive sales.
Transforming interactions into enjoyable experiences encourages repeat purchases and
cultivates brand loyalty.
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FEAR OF MARKETING
Fear Marketing originates from the psychological term “Fearmongering,” which refers
to a tactic of manipulating behavior by exaggerating dangers and instilling fear.
According to data from HubSpot, advertising materials that evoke consumer emotions
are twice as effective as conventional advertisements.
7.1. Characteristics:
With this strategy, marketers focus heavily on consumers' fears of what might happen if
they don’t use the proposed product or service, highlighting the benefits the product
offers.
However, this tactic cannot be used continuously, nor is it suitable for every business.
This is because when the risks or dangers depicted in advertisements are overly
exaggerated, it can create unnecessary fear among consumers. In some cases, people
may feel exploited, leading them to turn their backs on the brand.

Examples: Mouthwash, sunscreen, shampoo and similar products.
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The images in Ogilvy's 2008 "Don't Excuse - Wear a Helmet" campaign remain etched in the
minds of many Vietnamese to this day.
FREE TRIALS OF A PRODUCT OR SERVICE
This is an “old but gold” tactic. By allowing customers to try a product or service,
businesses can build trust and make customers feel like “winners.” This approach
ensures that customers don’t feel like they’ve lost out if they end up purchasing a product
that doesn’t match its price in terms of quality.
According to Nielsen’s 2016 report on product innovation and creativity, Vietnam had
the highest percentage of consumers in Southeast Asia willing to try new products.
In the past, this method was widely applied to fast-moving consumer goods (FMCG),
especially food and beverages. However, times have changed. The concept of product
trials has expanded beyond the realm of “food sampling” and now extends to various
other sectors, including healthcare, technology, and transportation.
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Picture 8.1: Free Trial Tactic
UPSELLING: UPGRADING PRODUCTS/SERVICES
9.1. Definition:
Upselling is a sales technique where sales staff recommend or offer customers a
premium version of the product/service they are initially interested in or already
purchasing.
9.2. Objectives of Upselling:
 Firstly, it aims to increase revenue and profit. Choosing a higher-tier version
means customers will pay a higher price, directly boosting sales figures.
 Secondly, it enhances the customer experience. Through the upselling strategy,
businesses indirectly show special attention to the needs and spending capacity
of their customers. Premium versions deliver better experiences, fostering
goodwill and customer retention.
This strategy is often observed in coffee chains like Highland, The Coffee House, and
Phúc Long, where staff frequently suggest upgrading to a larger size for a small
additional cost or offer added perks for choosing a larger size.
9.3. Example:
With the Vietnamese iced milk coffee, when you choose a medium size, the staff might
suggest, “For just 6,000 VND more, you can enjoy the large size.”
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Picture 9.1: Highland Coffee Menu
Source: Internet
TESTIMONIAL & SOCIAL PROOFESTIMONIAL & SOCIAL PROOF
Testimonial: These are comments and reviews from customers or individuals who have
experienced a product or service, aimed at persuading others to trust and take direct
action (e.g., purchasing, registering, participating).
Social Proof: This refers to the psychological phenomenon where people tend to follow
the actions of others when they believe those others are making the right decisions. In
direct action advertising, social proof helps build trust and encourages immediate action.
In Direct Action Advertising, Testimonials and Social Proof play a critical role in
motivating customers to act immediately. They enhance credibility, as customers are
more likely to trust individuals who have already experienced the product or service.
Additionally, showing many people using the product can create a sense of urgency,
making customers fear missing out on a great opportunity. Positive reviews from other
customers also help reduce anxiety, providing reassurance and making it easier for
potential customers to decide to act.
10.1. Illustrative Examples
10.1.1. Testimonial
Context: An advertising campaign for an online English course.
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"I improved my English communication skills after just three months in this course. The
teachers are highly dedicated, and the content is very practical!" – Nguyễn Thị Lan
Anh.
Combined with a CTA: "Join now to receive a 30% discount, available for the next 24
hours only!"
Picture 10.1: A review from English course attendant of IELTS Fighter
10.1.2. Social Proof
Context: Advertising for a weight-loss app.
"Over 50,000 people have used this app and successfully lost weight!"
"This app is currently the top download on the App Store this past month!"
Picture 10.2: Example of Social Proof
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WRITE ENGAGING HEADLINES
To create impactful direct action advertising, begin with a unique and concise headline
that differentiates the advertisement from competitors. Employing short, impactful
statements or rhetorical questions can pique audience interest and encourage further
engagement.
Leveraging marketing software and keyword research allows for the identification of
terms used by the target audience in online searches. By incorporating these relevant
keywords into the headline, the advertisement effectively demonstrates value and
relevance to the audience, increasing the likelihood of a response.
INTERSTITIAL ADS
Interstitial ads are interactive, full-screen ads that cover the interface of their host app
or site. These ads appear between content, so they place at natural transition points or
breaks, such as in between activities or game levels. Their full-coverage is what
differentiates them from other ad types, like pop-up, native, and banner ads.
Interstitial ads are one of the most popular mobile ad formats, and are an important
monetization tool for mobile apps and games. Publishers like them as they clearly
separate their app from the ad, while advertisers enjoy the benefit of having a user’s full
attention. The full screen experience of interstitial ads can be used to avoid ‘banner
blindness’ (when users become so accustomed to seeing banner ads that they no longer
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take notice) and result in a high number of impressions. This higher impression rate
usually results in a higher click-through rate (CTR) and a higher conversion rate.
Picture 12.1: Interstitial ads illustration
INFLUENCER/ EXPERT ENDORSEMENTS
Việc sử dụng những người nổi tiếng hay các chuyên gia trong lĩnh vực cụ thể không còn
quá xa lạ trong lĩnh vực quảng cáo.
Đối với các Influencers, their genuinely endorse and reflect upon a product serves as a
powerful stamp of approval for their followers, tuy nhiên họ sẽ chỉ có thể thúc đẩy được
doanh số bán hàng chứ chưa đủ sức tạo được sự uy tín. Chính vì vậy, chiến thuật sử
dụng sự xác nhận của các chuyên gia đã được ứng dụng. Họ như là "người bảo chứng"
cho chất lượng của sản phẩm và từ đó giúp tăng mức độ uy tín của thương hiệu.
Như đã đề cập, các chuyên gia họ có kiến thức chuyên môn nhưng không đủ khả năng
để quảng cáo và bán hàng, vì vậy, ngày nay các nhãn hàng sẽ chọn cách kết hợp cả hai
để có thể bù trừ các bất lợi của hai hình thức này
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Hình 13.1: Expert Endosement about GrowPlus+ Milk
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