Advertising and how to create a successful advertisement

Advertising provides information about not only products that people need and wanthigh quality, competitive price and fashionable model.. Role and Position of Advertising Industry in Vie

110 ClIl MINI-I CrJY UNIVERSITI OF FOREIG;~ LANGUAGES - INFORMATION TECHNOLOGY

SCHOOL OF FOREIGN LANGUAGES

110 CHI MINH CITY UNIVERSITI OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

SCHOOL OF FOREIGN LANGUAGES

In completing this graduation paper, I has received valuable encouragement,

people who have given me valuable help to complete the graduation paper

THE TABLE OF CONTENTS

PageABSTRACT

LA Typ~s of Advertising

1.5 Media

CHAPTER 2: ANALYZING FACTORS AFFECTING THE SUCCESS

OF AN AD

2.1 Relation hetween Product and Advertising

2.2 Distinguish Purposes of Advertising

2.3 Advertising Planning

CHAPTER 3: ANALYZING THE PROCESS OF AN AD

3.1 Studying the Advertising Environment

3.2 Creating Message Content

3.3 Designing Message Format

304 Choosing Message Source

3.5 Place and Time

816

27

27

3740 68

44

4955

5963

CHAPTER 4: CONCLUSION AND RECOMMENDATION

being circulated in our country The needs of knowledge of this domain have not fully

the key condition so that a skillful advertiser can combine theory and practice together

to design an effective advertisement

advertising companies

Since the open-door policy was applied, the market economy in Vietnam has

financial potential From that, they are able to reduce the production cost, to decrease

In the market, advertising has an important role of national economIc

Advertising provides information about not only products that people need and want

high quality, competitive price and fashionable model

lead to an increase in a product's price Yet, business goals will be badly int1uenced, if

profit lose

places, or in the mass media, etc., with the plenty of shapes and types However, most

VND, but do not get more market shares for a product than others costing only a few

2

product but also broadcasted at right place, time, media, etc An advertising designer

activity As there is no standard for an effective advertisement

advertisement'~ consisting of three chapters The first chapter gives an overview of

Overview of Advertising

1.1 Definition of Advertising

2000)

4

J

1.2 A Brief History of Advertising

1.2.1 A brief history of advertising in the world

Advertising practice has existed since the very beginning of recorded history

prominent rocks

individual goods, such as pottery

Thanks to the printing press invented by Gutenberg in 1450, extra copies of a

Tatler contained ads for razor strops, patent medicine, and other consumer products

One of the countries having the greatest growth of advertising was the United

to be used Soviet advertising was to be ideological, truthful, concrete, and functional

has been widely used as a major tool to stimulate demand and supply in the economy

the economy

1.2.2 A brief history of advertising in Vietnam

million in 1998 (Ngoc Long, 2000)

6

implementation of Ordinance 194 of government; ordinance 87/CP issued on

fair, exhibition activities

1.3 Role and Position of Advertising Industry in Vietnam's Market

Economy

In a market economy, advertising is one measure used by manufacturers and

But their price is sometimes not suitable for the money pocket of customers It is easy

spending for an advertising campaign occasionally costs hundreds of million VND An

words, high quality advertising is built on the base of a high quality of product

helps manufacturers to answer the question of which the best production plan is.

services It helps customers to save their time in choosing about a product or service.

quality of a product/service

exchanging process It makes the capital circulation move faster The investors as well

as producers can continuously invest in production and expand the market segment In

other words, they have the chance to bring more and more goods and services to meetsociety demand

Vietnam

1.4 Types of Advertising

increase the sales of a specific good or service

Those are two major types of advertising in this study

8

1.4.1 Institutional advertising

type of advertising which will promote their corporation as a whole Thus, institutional

example of institutional advertising

The final goal of corporate advertising is to build a relationship between thecorporation and customers based on trust.

credibility among consumers who already favor its position (see Exhibit 1.2) As usual,

10

1.4.2 Product advertising

Effectively Factual Appeal

demand' for a new product or

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stage of the product life cycle

(PLC)

Exhibit

Pioneering advertising gives the consumer full information about the benefits

• Competitive advertising

Suzuki's1.4:

skin lightening foam, Pond gives consumers a fresh and smooth skin due to the impact

the market

Competitive

enters the growth stage of PLC

Exhibit

12

Unlike pioneering advertising, competitive advertising does not focus on

exhibit 1.4 Suzuki Viva introduces customers to a kind of modern motorbike, offering

• Comparative advertising

additional uses for a product Tide, a laundry detergent brand name, uses comparative

Pepsi Challenge

~~

The whats, whys, and hows

everything you need to know about

the Pepsi Challenge in three

minutes or less.

'fi!/1iI!J

Ken Griffey, Jr and Sammy Sosa

cordially invite you to take the Pepsi

Challenge in two brand new TV

commercials Are you ready to step

up to the plate?

~~I:1r1iiGf3D

Throw your own Pepsi Challenge

party! We've got the goods to get

you started

Page I of I

Catch the latest highlights and festivities from Pepsi Challenge locations across the country! If you've taken the Pepsi Challenge and are looking for your picture taken by one

of our photographers, click here!

1.4.3 Other types of advertising

* Reminder Advertising is a form of advertising used to remind consumer

century

14

brand and tell them how

market share of a mature product

*Defensive Advertising is used to offset or minimize the impact of a

sales or market share

1.5 Media

develop the most cost - efficient plan possible By cost efficiency we mean reaching

for the product" (Russell, et at., 1988)

This part is intended to introduce the present media of Vietnam, such as

1.5.1 Out-door advertising

the various sizes, shapes and colors

media

16

Out-door advertising is a low-cost and flexible alternative It is a big, colorful

the motoring public It is repeated several times by motorcyclists, and passengers

"noise" level Finally, out-door advertising lacks demographic selectivity

of the most diversified types is transit advertising Advertisers have used transit as one

advertising

when waiting for transit vehicles, as some readers who may be too busy to watch TV

pay attention to reading an advertising copy

Exhibit 1.7: Close Up's Advertisement: An Example of Outdoor advertising

1.5.2 Newspapers

column has a heading describing its special offering such as ads for lost, found, legal

18

- Display advertising includes national advertising and local advertising.

national advertising of products sold by many dealers

high costs, because the more places a company want to cover, the more money is paid

newspapers

1.5.3 Magazines

potential customers Another advantage of magazines is that they have a long

the advertising copy must be prepared carefully within a long time

1.5.4 Broadcast advertising

• Radio

do other activities such as driving, working, or relaxing

In spite of many obvious advantages of radio, there are still some problems

clearly in an area depending on the signal frequency in a given territory Finally, radio

is not a long life medium

20

• Television

by

high cost medium Advertisers are constantly searching for ways to decrease cost One

1.5.5 The Internet

This is a new type of media in the world as well as in Vietnam It is being the

advertising their product or service through the Internet (Exhibit 1.5) It is one of the

doing so in 1998" (Lamb et al., 2000).

not many people have access to the Internet

1.5.6 Other media

• Direct mail

exactly the market you want to reach and occupy the market in the way you want

22

intervening 111 customers' mind at that time Therefore, direct mail can gain high

"junk mail"

SUMITOMO COI{J)ORATION

(SUMITOMO SHOJI KAISHA, LTD.)

as required in the tender document

Illel uded):.

(Please refer to theitelns 11& lJThe;'einbelow)

conditions of contract.

any time before the expiration of that period.

November 01, J999

Yours Faithfully,

SUIvIITOMO CORPORATION

~-tA!-1 ~'d ~~ ~

Construction Equipment Sect.

for Asia

24

• Point-of-Purchase (POP) advertising

through signs inside or outside the store To remind customers when they come and

In order to do well all these above things, triggers should be people who ha ve

to attract investors and manufacturers

• Specialty advertising

specialty is defined as "a useful article of merchandise, which is imprinted with an

et al., 1988).

Exhibit 1.9: Gifts of Lux and Cay Da: An Example of Specialty Advertising

26

CHAPTER 2

Analyzing Factors Affecting the Success of an Ad

makes a decision in choosing and designing the best suitable advertising campaign A

be able to create a perfect advertisement

2.1 Relation between Product and Advertising

2.1.1 Product meets people's needs and wants

must be a kind of product that customers want to buy and will buy in the future When

the viewer While several other cooking oil's advertisements usually emphasize on

it also satisfies the needs of people who have high blood pressure

2.1.2 Relation between product revenue and advertising cost

Today, due to the high risk in business, firms normally produce more than one

28

process of selecting the right good also includes these following steps;

- Gathering information

- An~lyzing information

- Giving a decision

better and different from other products in the market Especially, in order to meet

buying decision on time The product will gain the market shares when consumers can

strategies of firms tend to make their potential customers curious of a new product by

2.1.4 Brand name

products The occurring problem is whether each product should be called by its ownname or not The brand name of the producer is very important, because some kinds

of goods may quickly gain market shares when they have a brand name For this

each product with a specific name, for example, Toyota "Crown", Toyota "Corolla",etc A new product under its own brand name, which is not successful in the market,

30

beads, refreshing facial foam with Mint & Vitamin E and softening facial foam with

Fruit Vitamins (Exhibit 2.1)

those used by the consumers already In this case, advertising is just advertising.

Suzuki's new product is that the window van deluxe is installed with more facilities

SUZUKI

VIET NAM SUZUKI CORPORATION

hi them n!Jieu t(elJ!!fni

Tranff 'eND LO~I XE WINDOW VAN DELUXE (SK4l0WV OX) •

2.1.6 Ways to distinguish from competitive products

Advertising is used as a competitive tool, so once a new product is intended todevelop and to distribute, the advertiser must know how to make the customer realize

are suggested as followed:

32

- The distinction is concentrated on the benefits of the product This type ofproduct is usually easy to be successful and to advertise Because the customer alwayspays attention to the new benefits, for example, Matiz car offers more modern shape,more economical fuel, and more beautiful colors All of these benefits are emphasized

on its ad to attract customers (Exhibit 2.4)

especially impressed on ad of Liksin

Example of True Evidence Use

- The distinction is also focused on the benefits of the product In addition tocomparison to the others at the same time, the final purpose of comparison is to give aconclusion that the competitive product is not as well as the new one, so it needs to bereplaced with a new better product For example, an ad of Sunlight clean water states

while consumers only wash up a few of dishes when using other clean water If this istrue, why don't customers choose Sunlight clean water?

34

- The distinction is neither based on benefit nor approval of the product,

drink is a kind of core product Today, there are several types, such as Fanta, Coca Cola, Pepsi, Seven up, and Sprite, etc They are not much different from each other

must look at the TV screen not just listen to music

If your product has high quality together with a low price, this will be an advantage

a promotion price with no change in the quality and quantity of the product is also anallracti ve point for ad An example is that Milo milk offers to customer the unchanged

beerTiger

holiday,

gram to 450 gram In the

customer a coupon card

Price Form

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10.000 VND and customers still receives the same quality and quantity of 24 cans ineach box (Exhibit 2.6).

2.2 Distinguishing Purposes of Advertising

know the answer for what message is required They need to decide when, where and

possible

2.2.1 Advertising tend to customer

• National advertising

sold through dealers or different stories anywhere The aim of National Advertising is

associate with product purchase National Advertising rarely gives information about aproduct price or address where the product is sold, because consumers can select theproduct at any market or shop

• Local advertising

any location, the local advertising not only tends to sell to persuade customers to buy a

store

• Ended - product advertising

control

38

• Direct advertising / Direct response

the market With a direct - response staff, the benefits of the product are introduced to

the marketer will offer her/him may try to use a model product As usual, this type ofadvertising brings up the high probability for success, but it is limited in a small scale

2.2.2 Advertising tend to business

• Industrial advertising

as price, instruction of use, images of the product, etc

• Service advertising

given to customers, the more service gains the market shares

2.3 Advertising Planning

when there are many other competitors in the market

40

The analysis in this part aims at giving some information about how an

2.3.1 Pioneering stage

habits, and make customers desirous of the product

ineffecti ve

Exhibit 2.7: Nokia's Advertisement: Effective in Recognizing Customers' Needs

2.3.2 Competitive stage

When this happens, the product is in the competitive stage and its advertising is called

42

2.3.3 Retentive stage

When a product reaches market maturity and is broadly accepted by customers,

reminder stage, the more they can get profit

Chapter 3

Analyzing the Process of an Advertisement

questions, such as what does an ad consist of? When, where and how does an ad reach

right place and time

3.1 Studying the Advertising Environment

44