(Thảo luận tiếng anh chuyên ngành 2) TOPIC: ADVERTISING

Advertising is something that one can love or hate but cannot ignore Advertising is a process of communication between the seller and the prospective buyer. Advertising has evolved over the years as a response to the evolution of business and trade in the society. Advertising works on the simple phenomena of buying time and space in mass media to reach out to the targeted group of consumers. This process of deciding what to say, when to say, how to say, whom to say and where to say requires skills, knowledge and research. Thats why at times advertising is referred as a mixture of science and art. The scope of advertising has broadened over the last decade or two. Advertising in the last few decades has come a long way, from merely informing the prospect of the availability if products and services to a skilful strategy in marketing to making brand an extension of peoples attitude and personality. Advertising as a process of communication benefits both, the marketer and the consumer. The marketer gets a ground to communicate about his brand and the consumer gets knowledge of the brand and this awareness assists the buyer in the purchase process and finally choosing a brand. The power of advertising is such that even the number one brand in the world believes and invests in it Advertising is in a state of change due to growth of digital technology, online communication, consumers accustomed to the commercial environment and increase in clutter

THUONGMAI UNIVERSITY

- -ENGLISH FOR SPECIFIC PURPOSE 2

TOPIC: ADVERTISING Discussion group: 04 Class code: 2370ENTI1012 Instructor: Bui Thi Thu Trang

Ha Noi 2023

Table of contents

A Introduction 1

B Contents 2

I.Channels of advertising 2

1 Video Advertising: Television & YouTube 2

2 Audio Channels: Radio & Podcast Advertising 3

3 Print & Digital Publications (Magazines) 5

4 Out-Of-Home Advertising 6

5 Social Media 7

II Aims of advertising 8

1.Introduce a product 8

2.Acquiring customers or Brand switching 9

3.Differentiation and value creation 9

4.Brand awareness 9

5.Increase profits 9

III How to design a good advertising 9

1 Choose your target audience 10

2 Conduct market research 10

3 Set Your Budget 10

4 Choose your platform and ad format 11

5 Decide on Ad Goal 11

6 Craft a memorable message 12

7 Gather creative assets 12

8 Use striking visuals 12

9 Include a call to action 12

10 Include relevant information 13

11 A/B Test Ad Copy 13

12 Analyze ad data and make changes 13

IV.Techniques advertising usually use to persuade customer 13

V.Example of advertising at the business 14

C Conclusion 18

Advertising as a process of communication benefits both, the marketer and theconsumer The marketer gets a ground to communicate about his brand and the consumergets knowledge of the brand and this awareness assists the buyer in the purchase processand finally choosing a brand The power of advertising is such that even the number onebrand in the world believes and invests in it!

Advertising is in a state of change due to growth of digital technology, onlinecommunication, consumers accustomed to the commercial environment and increase inclutter

B Contents I.Channels of advertising

Before placing any ads, media planners must devise their overall objective and strategybehind their media campaign Each type of advertisement has its own set of advantagesand disadvantages that must be considered to optimize their media placements andmaximize the campaign’s impact Consider the strengths and weaknesses of these fiveprominent media channels:

1 Video Advertising: Television & YouTube

On July 1st, 1941, the first-ever legal television advertisement was broadcast inthe state of New York during a Brooklyn Dodgers versus Philadelphia Phillies game,which was on the screens of about 4,000 televisions In the decades that followed, thepopularity of television advertising swelled along with the popularity of mass marketing.Today, television is one of the most popular media channels for marketers, especiallywith the advent of connected TV advertising, which uses viewer data for more effectivesegmentation

Video ads have also expanded beyond the traditional cable box to includeYouTube ads and online video Media planners can now showcase their commercialsacross the web on various websites to connect with audiences online

Pros of Video: Online & Television Advertising

Television combines audio with visual This creates a multi-sensory advertisingexperience that shows viewers how your product is valuable When you play acommercial on someone’s television, the touchpoint takes place in their home Thismakes it a more personal medium Television is also a great way to establish apersonalized connection with a viewer Consider for example The Hyundai Super Bowl

ad from 2017 This commercial reconnected soldiers with their families virtually to watchthe game Although this commercial did not directly speak to the cars they sell, it didreinforce its brand message

Television is a great brand awareness tool - Almost every American has atelevision, with 83 percent of adults having two or more, and American households keeptheir televisions on for 8.1 hours each day on average As a result, roughly $76 billionwas spent on advertising in 2019 alone

By combining television ads with YouTube’s reach, brands can benefit fromviewers watching their commercials long after they have aired However, brands need to

be sure that they have strong message No commercial will go viral if it does not connectwith viewers.

In addition to hosting commercials on a specific YouTube channel, advertising onthe platform itself can be beneficial Since many users are logged in when they viewvideos (2 billion logged on users), demographic data can be combined with the contentthey are watching, resulting in relevant content being seen by the target audience

Cons of Video: Online & Television Advertising

Television advertising can be costly for organizations It’s a large investment tonot only purchase the slot, but to develop the commercial’s creative content Mediaplanners have to forecast which shows will generate a higher than expected viewership inthe coming months An inaccurate estimate can compromise marketing ROI.Additionally, since television ads generally get good exposure, a bad ad can really hurt acompany's brand reputation When there are more eyeballs on an ad, it is more important

to make sure the creative is strong

A con of television advertising is that viewers do not always actively listen totelevision commercials, and often try to skip or avoid them when given the opportunity.Also, not everyone tuning in will be part of your target audience making it easier to wasteyour advertising budget Always consider which segments watch a particular televisionprogram before purchasing a slot Although a primetime show may get more eyes,daytime or late-night television could be more targeted and save you money.Additionally, when selecting an advertising slot, we recommend booking live televisionwhere possible When watching a football game, your users will be unable to fast forwardthrough the commercial breaks if they want to watch the game as it is happening

2 Audio Channels: Radio & Podcast Advertising

While radio technology was developed during the 19th century, the commercialcapabilities of radio broadcasts were not harnessed until 1912, where record companiessupplied free music to broadcasters in exchange for mentioning which company providedthe record By the late 1920s, almost every U.S radio station would play commerciallysponsored programs Today, traditional radio remains incredibly popular for listeners andadvertisers alike – and with the rise of internet radio, it appears this audio-only method ofadvertising will remain popular throughout the digital revolution

Pros of Radio & Podcast Advertising

Radio is extremely accessible – 95 percent of cars have radios, and 99 percent ofhomes have radios 93 percent of American adults listen to the radio over the course ofthe week This includes 97 percent of Gen X, and 95 percent of Millennials Radio is also

a cost-effective medium, especially when compared to its television counterpart Through

radio, advertisers can frequently message consumers without allocating all their budget

on more expensive ads

Radio has been effectively used in conjunction with television ads to strengthen abrand’s image in a listener’s mind Also, recent studies have shown that approximately

90 percent of listeners will stay tuned during a commercial break Another benefit toradio advertising being able to have the hosts talk directly to the product in some cases,making the ad more conversational

A newer form of the audio medium is podcast advertising 54 percent of users aremore likely to consider products that they have heard mentioned on podcasts before.About 1 in 4 Americans listen to podcasts and that number is expected to grow over thecoming years Additionally, podcasts, like radio, can take advantage of moreconversational ads Hosts generally have built trust with their audiences and promotionsare typically done in their own words

Cons of Radio & Podcast Advertising

A major challenge of radio advertising is that listeners are often preoccupied whilelistening to the radio – they may be driving, shopping, working, etc Radio only engagesthrough audio This makes it more difficult to command a listener’s attention – and thelack of a visual channel makes it more difficult to illustrate the product For this reason,advertisements should be simple to understand and repeat critical information multipletimes It may also be helpful to combine this form of advertising with another more visualmedium such as television Additionally, since users may change the station, mediaplanners should consider booking either the first or last slots after a commercial break

On the other hand, ads may be featured at the start, causing users to fast forwardthrough them If possible, it is beneficial to get podcast ads booked in the middle of thepodcast

Finally, radio advertisements are transient – after the advertisement plays, it’sunlikely that consumers will play it again For podcasts, this same disadvantage is alsothe case Since these listeners may be preoccupied, they may not remember the ad orhave a pen to write down the specifics for later Media planners must keep this in mindand run the same ad multiple times

3 Print & Digital Publications (Magazines)

The first magazines were published in the late 1600s as a form of entertainmentfor the upper class, and often discussed matters of philosophy, culture, and lifestyle Itwasn’t until the 19th century that the middle class began desiring magazines, sopublishers started selling ad space to offset exorbitant printing costs and expand theirreadership By the 20th century, magazines were known for having distinct audiences and

the option to purchase sizable ads in full color In 2019, magazine advertising spendingwas worth an estimated $15.6 billion.

Pros of Print & Digital Publications Advertising

Magazine audiences are highly targeted, allowing marketers to easily targetrelevant consumers without wasting budget Audiences are generally more interested inyour advertising and expect it There is also the added benefit that magazines may alsohave a strong brand associated with them, which can add credibility to your ad

Readers also tend to recall print ads better After a week, study participants fromTemple University had a greater response to the printed ads than digital ads ManyAmericans also still prefer the hard copies of magazines, with 70 percent saying theyprefer printed formats to digital Magazines are also continuing to grow as a medium In

2019, 228.7 million people were reading digital and print magazines (for comparison,210.7 million people were in 2012)

For example, if you’re a bicycle manufacturer, there are many magazines focusedaround biking, the outdoors, and other related topics Similarly, women’s magazinesoften have segments dedicated to fashion and/or beauty An ad placement for clothing,accessories, or makeup will likely be read with earnest interest Additionally, magazinesmay already have strong brand awareness which can help your own ad

Magazines have a long shelf life compared to other print media Readers don’timmediately throw away a magazine after purchase and may have it for several weeks.Magazines also have a wider secondary audience, since they are often a business’swaiting room, or shared among friends This secondary audience can further increasemarketing ROI and according to The Association of Magazine Media, this audience

“contributes to 73 percent of primary sales response.” Despite these impressive statistics,it’s important to get a firm estimate on a magazine’s primary readership when negotiating

ad space The secondary audiences can only ever be estimated (and not guaranteed) andthey may be calculated into the media buy

Lastly, magazines often have full color and/or full page advertising options,allowing for more creative license from their teams By using bright colors and appealingphotography, you can easily draw attention from readers

Many magazines also come in digital formats now and allow you to takeadvantage of their email lists You can promote products, white papers, or other contentassets to generate leads and build your own email marketing lists Many magazines arealso very adaptive and can target users based on personas, job titles, or otherinformation

Cons of Print & Digital Publications Advertising

Another con of magazines is that advertisers must have their advertisement readyweeks or months in advance of the publication date, which can make it difficult to placetimely ads Magazines are also often national, making it difficult to target specificgeographic areas

Additionally, magazine advertisements can’t be rescinded or retargeted – meaning

if an advertisement is unpopular or poorly perceived, damage to the brand cannot beminimized in-flight

For digital magazines, it can be difficult to assess the quality of their databasewithout first testing it out Additionally, not all publications in every industry are digitallysavvy This trend is starting to change, but depending on the industry you are looking totarget, you may not have access to the granular details you need for a hyper-targetedcampaign

4 Out-Of-Home Advertising

In the 1800’s, out-of-home advertising started becoming popular Billboards andmurals advertising acts like Barnum & Bailey took over the country In later years, whenthe automobile was invented, billboards were adapted to be seen along highways andinterstates to advertise Coca-Cola, Palmolive, and other brand’s latest products In recentyears, billboards have evolved even further and have become digital Time Square is justone area where digital out-of-home advertising has taken over the city Currently, thereare even sensors and cameras being used in order to make the billboard experience moreinteractive While this is one of the older forms of advertising, billboards are continuing

to evolve and continue to be a main form of media advertising

Pros of Out-Of-Home Advertising

Out-of-home advertising is very beneficial when utilized properly It is less costlythan tv or radio ads and can leave a great impression on consumers Out-of-home ads aremore concentrated so it is easier to shape an audience’s perception of the brand and brandimage Billboards and other outdoor ads can also be customized, taking into account thelocation of the advertisements and the target audience of a particular region These adsalso offer wide coverage, advertising to various groups of people for one price For thesereasons, out-of-home advertising can be a good choice for your brand

Cons Of Out-Of-Home Advertising

Out-of-home advertising is not without its faults It can be very difficult tosegment an audience and target a specific type of consumer Potential buyers also haveless access to immediate information about the brand or product and during this lapse intime, may have forgotten seeing the ad altogether Digital ads also offer a morepersonalized ad experience, as websites have cookies to track a consumer’s site usage

When choosing to use out-of-home advertising, you and your team must figure out how

to create a personalized experience to reach your audience

5 Social Media

Social media is one of the newest channels for media planners to utilize Socialmedia advertisements evolved from the original digital banner ads, with the first socialmedia ad placement occurring on Facebook in 2006 In less than a decade,advertisements on social media became the norm Today, social media platforms derivethe bulk of their profit from attracting users to the service, then targeting them usingavailable user data

Pros of Social Media Advertising

Social advertising can be very targeted, helping to convert new followers andbuild brand loyalty Media planners can reach viewers based on job title, interests, maritalstatus, recent locations, and more Social advertising is also very cost-effective Onaverage, a single impression on Facebook costs less than a cent, while a click costs anaverage of 28 cents

It is very easy to measure and optimize social campaigns while they are active If

an advertisement isn’t working, media planners can pause the campaign or reallocatefunds on demand Through methods like A/B testing, it is simple to test the effectiveness

of certain promotional messages while a campaign is running

Cons of Social Media Advertising

There are many social media platforms, and each platform has certainrequirements and best practices that marketers will need to keep up with Despite targetedadvertisements supporting the social platform, many users will be annoyed or unnerved

by messaging that is too frequent, or too specific

Since social media is an accessible platform, it attracts a lot of competition Brandsmust strive to stand out with compelling content It’s necessary to keep your profile up-to-date, since an inactive social media profile can create mistrust among potentialcustomers

Additionally, with so many platforms, it’s important to stay up-to-date Newtechnologies are constantly emerging and different channels may be better for differentaudiences Your team must figure out where your users are and how to reach them

II Aims of advertising

Advertising goals are what a company hopes to achieve by conducting anadvertising campaign Companies usually connect advertising goals to larger companygoals such as increased sales, customers or web traffic The real objective of advertising

is effective communication between Producers and Consumers In short, the followingare the main aims and objectives of advertising:

1.Introduce a product

The most common reason Advertising is used is to introduce a new product in themarket This can be done by existing brands as well as new brands Have a look at thelatest IPhone in the market or a Samsung smartphone and you will find a lot ofadvertisement for these new products The objective of advertising here is to tellcustomers – “Here is the new product we have launched”

2.Acquiring customers or Brand switching

One of the major objectives of advertising and the first objective of manyadvertising campaigns is to acquire more customers This is also known as making thecustomers switch brands This can happen by passing on a strong message so that thepotential customer leaves the brand which he is tied up with and comes to your brand.3.Differentiation and value creation

A most important aspect of Advertising is to differentiate the product or theservice from those of the competitor A customer can only differentiate between servicesbased on the value the firms provides over that of competitors

If a competitor is just advertising the features, whereas your firm advertises thepromises and commitments that it will keep, naturally more customers will “trust” yourbrand over others This is the reason that advertising is used commonly to create valueand to differentiate one brand from another

4.Brand awareness

Brand awareness is a measurement of how familiar consumers are with yourbrand As an advertising goal, you might set numerical targets or percentages for thenumber of people you'd like to recognize your brand Consider creating advertisementsthat incorporate your logo, brand colors and memorable images so that when makingpurchases, the consumer might recall your brand This goal often combines all threeadvertising objectives: reminding consumers about your brand, persuading them tochoose your brand and informing them about your brand

5.Increase profits

With the value being communicated and the brand being differentiated as well assales being increased, there is no doubt that advertising can contribute a lot to increasingprofits Advertising should never be looked at as an expense or a liability In fact, it is aninvestment for a firm just like a brand is an investment